NatMags to poll media shops on NRS content

The National Magazine Company is canvassing media agencies on what they would like to see included in the revised National Readership Survey, an issue which continues to split magazine and newspaper publishers.

The National Magazine Company is canvassing media agencies on what

they would like to see included in the revised National Readership

Survey, an issue which continues to split magazine and newspaper

publishers.



Duncan Edwards, deputy managing director of the National Magazine

Company, is talking to agencies about setting up a forum to discuss the

future of NRS research before a final decision is taken in June about

its revised content.



The move follows recent indications from the Newspaper Publishers

Association that it wants to reduce the number of titles measured in the

survey from 300 to a maximum of 50 (Campaign, 12 March). The Periodical

Publishers Association is opposed to the plan. This has caused fears

that the row may lead to separate research for magazines and

newspapers.



But Edwards has already found that agencies believe such a development

would not be in their interests. He said: ’I am trying to gauge from

media agencies what they feel is important in the research. Do they feel

that it’s important to have readership data in all the vehicles they

advertise in? Is it important to have comparable data between newspaper

and magazine products? So far, the answer has clearly been yes.’



The NPA, which last November acknowledged that the NRS was outdated and

no longer served the needs of the newspaper market, made it clear last

month that it would not compromise in its demands for substantially

fewer magazines to be included in the survey.



The PPA, which also funds NRS research, is keen to safeguard the

interests of its substantial magazine client base while maintaining a

single source of data for magazine, newspaper and newspaper supplement

readership.



Edwards added: ’We are seeking a solution which means we can have a

joint industry study giving agencies what they want.’



Media Forum, p22.



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