Readership measurement in the digital age

Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

Readership measurement in the digital age

Andrew Green

Ipsos MediaCT

Introduction

History can tell us how particular research methods have evolved over time, but are they still relevant to the way we do things today or should we scrap them and start over? Readership measurement to support the buying and selling of advertising firs some 75 years ago in the UK and, in many respects, is remarkably similar today.