Conceptualizing and Measuring Magazine Reader Experiences
By Edward Malthouse, Bobby Calder,
and Wayne Eadie
Last updated December 22, 2003
Paper presented at the
11th Worldwide Readership Research Symposium,
Boston, MA, October 26-29, 2003.
Abstract
A variety of approaches have been developed, and used as an advertising currency, to measure magazine readership in terms of the behavior of readers. The number of issues read in a period is one such measure. In contrast the research reported here compliments previous approaches by focusing on the conceptualization and measurement of the subjective, qualitative experiences that people have when they read magazines. The result is a set of experiences that are common across widely-read magazines and scales for their measurement.
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