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
NRS research on section readership has been put on hold while newspaper
groups have expressed doubts about the integrity of the current
The NPA has called in two independent researchers to look into NRS data
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