The Telegraph is to conduct a survey on the sectional readership of
its closest rivals, The Times and The Sunday Times, following the
success of its research into its own readership.
The Telegraph conducted research into its readership patterns in July
and marketed the results as a planning tool for agencies and advertisers
wishing to target particular groups of readers.
The move was a reaction to the National Readership Surveys’ failure to
produce research that satisfies the industry. But the Telegraph’s
decision to extend its research to rival newspapers is likely to prove
controversial.
Chris White-Smith, display ad director at the Telegraph, said: ’We are
laying down the challenge to other newspapers to show that we’re not
afraid of planners, buyers and clients having as much information as we
can give them. Even if all of the bodies within the NRS agree tomorrow
on how the future research should be carried out, there won’t be any new
information until 2001.’
This month 20,000 questionnaires will go out. They will be sent to
households from the Telegraph’s database, which includes readers of
other newspapers.
The survey will seek to compare the section reading habits of Telegraph
readers compared with Times readers. The results of the survey will be
available to agencies and advertisers by the beginning of December.
Laura James, head of press at New PHD, welcomed the research as ’a step
in the right direction,’ but added: ’It’s a shame that all the
newspapers can’t get together and do it. We all want robust research to
use across the sector.’
