QRS Expands To Aid Media Planners

The Quality of Reading Survey (QRS) has fused further with the National Readership Survey (NRS) to offer advertisers and agencies more analytical data to assist in the media planning process.

QRS was launched in March by the PPA, ISBA and the IPA (see Quality of Reading Survey Launched Today) in order to provide the advertising and publishing industries with more accurate qualitative data about the way in which people read magazines and newspapers. Previously, only NRS data were available which just show crude readership figures for a publications. The QRS survey aims to record which sections of a publication are read and for how long.

The new expanded data source was made possible following agreement from newspaper publishers to allow data for newspaper sections to be included on the NRS. QRS can now be analysed across a twelve month period using the July ’97-June ’98 fieldwork.

The QRS survey includes attitudinal questions to allow planners to get a more subjective understanding of the readers’ relationships with papers and magazines.

The new information is available from computer bureaux Telmar and IMS for all PPA and IPA members who currently subscribe to online NRS data. The PPA’s head of marketing, Phil Cutts, said: “This latest release of the QRS fused to the NRS, with all the extra information on newspaper sections, makes the survey more comprehensive than ever for those who make decisions on adspend.”

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