Guardian publishes detailed research on newspaper sections

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.

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

applicable.



’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.’



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