NRS Awards Contract For Readership Accumulation Study
The National Readership Survey (NRS) has awarded the contract for a study of how newspaper and magazine readership accumulates over time to the United Information Group (UIG). The survey will be conducted by two sister companies within UIG, with NOP Media running the fieldwork and collecting data in the UK and USA-based MediaMark Research processing and analysing the data.
Roger Pratt, the NRS managing director said, “After seeing proposals from four different companies, we were impressed by the breadth and depth of the NOP/MRI expertise, and by the obvious enthusiasm that they demonstrated for this project.”
The fieldwork for the study is to be conducted during the next few months, with results released to NRS subscribers early next year. The study will run separately from the standard National Readership Survey, and will be designed to establish how the readership of average issues of newspapers and magazines accumulates over time. MRI is the accepted source of magazine readership estimates in the USA and has recently completed a magazine audience accumulation study there.
Pratt continued, “There are still some complex methodological issues to be resolved before we put our study into the field, but I look forward to providing our subscribers with some interesting and valuable results in the near future.”
The £250,000 project is one of two off-survey studies due to be commissioned by the NRS this year (see MRG Evening Meeting- Future Perfect For The NRS?).
The organisation has also announced that Ian Pay is to take over from Ray Morgan as NRS chairman. Morgan is retiring after more than seven years in the position. Pay has previously worked at Associated Newspapers, as managing director of the Mail on Sunday, the Evening Standard and chief executive of London Metro. He will become chairman from the start of May this year.
National Readership Survey: 020 7632 2915 www.nrs.co.uk
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