Merged QRS And NRS Readership Data Now Available

The data gathered by the Quality of Reading Survey (QRS) (see Quality of Reading Survey Launched Today) has now been fused with that of the National Readership Survey (NRS). The resulting magazine and newspaper readership information is held in a database which is accessible by agencies and publishers who subscribe to the NRS through the IMS and Telmar computer bureaux.

The fused data currently covers the NRS period January – December 1997; updating will take place quarterly.

The QRS combines behavioural questions such as time spent reading and proportion read with attitudinal statements such as “you can believe what you read in it”.

Phil Cutts, head of marketing at the PPA, said: “The new information will allow agencies and publishers to undertake schedule evaluation and cost ranking using QRS qualitative measures in combination with NRS readership data. This will engender a better understanding of how the print media work and make the process of planning using the new information easier.”

The QRS is jointly sponsored by the IPA, ISBA and PPA. Research is conducted by IPSOS-RSL.

PPA: 0171 404 4166