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Readership Research

Rüdiger Schulz


Readership research employs empirical methods to investigate print media usage, focusing mainly on →  magazines and →  Newspapers that appear periodically. Of primary importance in this context are readership analyses that ascertain findings on print-media coverage (reach or cumulative audience) and readership structure (composition of readership to describe print-media target groups). These methods are supplemented by reception analyses, which investigate reading habits in a more general sense. A distinction can be drawn here between readership research as media advertising research , which deals with the performance of a print medium as an advertising medium, and as editorial readership research , which is aimed at optimizing newspaper and magazine content and/or layout. The lion's share of applied readership research focuses on optimizing media planning for advertising purposes (→  Advertisement Campaign Management ; Advertising Effectiveness, Measurement of ) as well as optimizing the content and layout of print products. In comparison, academic reception research, which is designed to ascertain more fundamental insights into readership, plays a relatively minor role. The dominance of media advertising research in practice can be explained by its far-reaching economic significance (→  Advertising, Economics of ; Cost and Revenue Structures in the Media ). The origins ... log in or subscribe to read full text

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