Guardian Newspapers Limited is the second group to release detailed
research on the readership of its papers’ sections in a move that will
encourage a further extension of the National Readership Survey.
GNL’s figures, based on a sample of 3,355 Guardian and Observer readers,
claim that The Guardian’s media, education and society sections enjoy a
higher readership than The Independent as a whole. Saturday’s Guide has
a pick-up rate of 92 per cent.
Demands by agencies and clients for detailed sections research gathered
force after the Telegraph Group released its figures last July.
According to the Telegraph Group, that move drew strong criticism from
fellow publishers, including GNL.
The NRS bowed to increasing pressure from advertisers and publishing
associations in February when it announced that it would include figures
for some national newspaper supplements in its research. By waiting for
this advance, GNL argues, it has produced research that is more widely
’We’ve been supportive of sections research but we held back while
discussions with the NRS were going on,’ GNL’s managing director
designate, Carolyn McCall, said. ’We used the NRS research as the gold
standard and that means that our figures complement theirs and they can
be merged with their numbers for analysis.’