Magazine article Marketing

Magazine Bias for QRS Data

Magazine article Marketing

Magazine Bias for QRS Data

Article excerpt

The Quality of Reading Survey reveals some interesting facts

about the nation's reading habits, and detailed data for advertisers.

The average reader apparently spends 54 minutes reading a magazine they have

paid for, but less than half that - 25 minutes - reading a newspaper with

assorted supplements.

Would it surprise you to learn that the sports section of The Sunday Times

was the least read part of the paper, with a score of 50%?

These are just some of the findings from the new Quality of Reading Survey

(QRS) unveiled this week.

QRS is the biggest piece of consumer press research since the introduction

of the National Readership Survey, but aims to go beyond the NRS benchmark.

The study is a joint initiative between the Incorporated Society of British

Advertisers, the Periodical Publishers Association and the Institute of

Practitioners in Advertising. It cost [pounds] 500,000 to produce and will

be updated with NRS data on a quarterly basis.

Hot off the press

QRS aims to provide behavioural information which has never been published

before, such as time spent reading, number of times a publication is picked

up to read and exactly how a title is read - for example, from cover to


The study includes a new measure for the readership of newspaper sections.

The findings may spark some interesting reactions because, in many respects,

magazines are shown more favourably.

At the heart of QRS is the page exposure score (PEX), which measures the

number of times the average reader opens the average page. In effect, this

calculates the average number of times an ad will typically be seen in the

life of an issue.

The magazine versus newspaper supplement/sections PEX score is 2.4 to 1.2.

This is not surprising given the more enduring nature of a monthly magazine

compared with the throwaway aspect of a daily newspaper.

QRS also found that the average magazine is picked up 5.4 times, while the

average score for newspaper sections was just 2.6.

The study treats newspapers and magazines differently. For example, the

newspaper data reveals what percentage of readers read the different

sections of weekend papers, (indexed upon the parent company as 100). …

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