Re: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New T

Ivan Weltman (ivan_at_tudogs.com)
Wed, 18 Mar 1998 17:09:52 +2000

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"Kathy E. Gill" <kathy.gill_at_boeing.com> wrote:

> OK -- how are they measuring "reach" with magazines? Simply by number of
> subscribers? Raise your hands if any of you here have magazines that you
> subscribe to that (1) you don't even open cause you don't have time or
> (2) you open, read one story, and to the recycle pile it goes?

Readership and circulation are two different things. There are
different measures of readership - generally either frequency or
intensity. An individual may qualify as a reader if he/she can
mention articles they read in an issue.

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