Magazine article Marketing

JICNARS Surprises PPA by Axing Small Magazines from Surveys

Magazine article Marketing

JICNARS Surprises PPA by Axing Small Magazines from Surveys

Article excerpt

JICNARS surprises PPA by axing small magazines from surveys The Joint Industry Committee for National Readership Surveys (JICNARS) has quietly eliminated a raft of small magazines from its surveys without consulting or informing the magazine publishing industry.

Letters from JICNARS secretary Janet Mayhew told respondents they had been removed from the questionnaire from January, 1991 "due to tighter application of the current threshold of inclusion of titles (0.5% average issue readership)."

The move comes following a year when JICNARS has been under severe pressure from several national newspapers to chop small titles on the grounds that they distort results.

Periodical Publishers Association (PPA), deputy chief executive Peter Dear is surprised and concerned by JICNARS' move.

Last week, the PPA held a special session attended by JICNARS representatives on the issue. "I am surprised because it clearly came across from Roger Beeson (JICNARS spokesman and media director for Charles Barker Advertising) that these particular changes would not be implemented for a couple of months," says Dear. …

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