NEW LEARNINGS FROM SPECIFIC ISSUE READERSHIP: ACCUMULATION OF READERSHIP AND CALCULATION OF AVERAGE ISSUE READERSHIP

Summary Specific Issue Readership has been used in the Dutch national readership survey NOM Print Monitor (NPM) since 2006 in order to measure Average Issue Readership of magazines. But SIR is not only used for calculating AIR; it also brings more granulated readership data, which can be used to monitor title specific accumulation patterns, creating validated input for time-related campaign planning. This new type of data changed the traditional approach to time planning for magazines. The information on the accumulation of readership was further used as the basis for an optimization of the method of calculating AIR from the SIR data. The new method uses the richness of the SIR data more than the old method and at the same time solves the possible method effects.