31 outubro 2002

VITAMEDIAS
Who Counts Most: Readers or Subscribers?
What is the proper measure of a newspaper's audience reach? The traditional answer is paid circulation -- subscribers plus single-copy sales. But there is an alternative, a more "modern metric" its proponents would say, that has been picking up some steam of late: calculating the total readership of an average day's edition.
"That's the right measurement," said Tribune's publishing president, Jack Fuller, "assuming the main thing you want to know is how many people avail themselves of your journalism and see the ads." Consider, too, that among competing media, television and radio measure only audience and audience demographics, while magazines typically measure both circulation and pass-along readership.