Exploring New Options in Newspaper Readership Measurement

Stamm, Keith R.; Jackson, Kenneth M.; Jacoubovitch, Daniel
May 1980
Newspaper Research Journal;May1980, Vol. 1 Issue 3, p63
Academic Journal
The article presents information on a study that explored several measurement options open to newspaper readership research. The method of enumeration the procedure for assigning numbers to an instance of reading. Available measurement units were selected from among the news elements that could be counted independently as instances of readership. An initial set of procedures was designed by the research team for observing when readers picked up their newspapers, what they read and when they put them down. These procedures were pre-tested three times, each pretest more closely approximating the field conditions under which the survey would be conducted. A new approach to observing readership behavior was developed and proved feasible. Using special marking procedures while they read, readers left detailed traces of what they read in the newspaper. Results of the study illustrated a number of options available for measuring news readership that have not been previously employed in readership research. These new measures revealed important differences in reader behavior that have so far escaped the attention of readership research.


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