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Measuring Newspaper Readership: A Qualitative Variable Approach

Newspaper readership is usually measured by a single variable such as frequency of use, amount of use, etc. This study argues that readership cannot be fully described by a single measure and suggests treating it as a latent variable reflecting the time, frequency, and completeness of readership on both Sundays and weekdays.

Download a PDF version of this report here.
Research & Reports Page 		 
Tomorrow's media organizations are being built today. Will you be left behind?

The Media Executive Leadership Program is an intensive two-week program that will give you the ideas and tools to lead your company into the future. Learn about it here.

Media Executive Leadership Program

July 19 to 30, 2010


MMC on the move

Where our associates are presenting in coming weeks

March 16
The World Association of Newspapers' USA Study Tour will be here for a "Day at Northwestern." The Media Management Center will teach international newspaper executives about innovation approaches.


Hold these dates

July 19-30
Media Executive Leadership Program, James Allen Center, Northwestern University. Details here.

September 27-29
McCormick Scholars Biennial Symposium, James Allen Center, Northwestern University.

September 29-October 1
McCormick Fellows Fall Forum, James Allen Center, Northwestern University.


Contact Mike Smith for more about MMC engagements.

 
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phone: 847.491.4900 • fax: 847.491.5619 • email: contact@MediaManagementCenter.org