NPA to veto fusion of rival reader surveys

The Newspaper Publishers Association is set to block any moves to fuse the controversial new research project, the Quality of Reading Survey, with the industry-wide National Readership Survey.

The Newspaper Publishers Association is set to block any moves to

fuse the controversial new research project, the Quality of Reading

Survey, with the industry-wide National Readership Survey.



Jeremy Deedes, chairman of the NPA, said this week: ’QRS cannot be

passed off as flying under the NRS flag. We’re not saying that you can’t

use this research, we are saying that you must be absolutely clear that

this isn’t NRS research.’



The NPA will announce its position at the bi-monthly National Readership

Survey board meeting today.



QRS is funded by the Periodical Publishers Association, the Institute of

Practitioners in Advertising and the Incorporated Society of British

Advertisers to try to fill the gap in information on the readership of

major newspaper sections and magazines.



Doug Read, chairman of the IPA’s press research group, said: ’I think

the way around this is to make sure the industry is aware exactly what

the NRS/QRS fusion is. We don’t want to tread on NRS’s toes; QRS is a

separate survey to help the industry with all the new data it

provides.’



NRS research on section readership has been put on hold while newspaper

groups have expressed doubts about the integrity of the current

system.



The NPA has called in two independent researchers to look into NRS data

and methodology.



The NPA hopes its own investigation will lead to a resolution in May so

that research on section readership can be included in the 1 July NRS

survey.



Topics

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus