Mediamark Research
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| In conjunction with PARADE, USA WEEKEND, the ARF Print Sub-Committee and
the Media Rating Council, MRI has participated in a series of studies
about the readership of PARADE and USA WEEKEND, respectively. Since its
inception and consistent with the accepted procedures at the time, MRI has
generated an average-issue audience of the carrier newspapers of PARADE
and USA WEEKEND, respectively. Since this methodology was only a direct
measure of the carrier newspaper average-issue audiences and was reported
in like manner, the question remained: What is the relationship between
the average-issue audiences of these two supplements and those of its
respective carrier newspapers? MRI, PARADE and USA WEEKEND, with the
approval of the ARF and the MRC, engaged in a number of studies to answer
that question. The results of these studies are published in a White
Paper, on MRI's website (mediamark.com) and by request (for a printed
copy). The paper addresses the issues surrounding the measurement of these
supplements, provides calculated factors and offers cautionary statements
about the applicability of the findings.
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For more information regarding Mediamark
Research, contact MRI at info@mediamark.com |