Readership Measurement in the Digital Age

It is useful to look back in history to see how particular research methods have evolved over time. Are they still relevant to the way we do things today or should we scrap them and start over? Readership measurement to support the buying and selling of advertising first took place in a systematic way some 75 years ago in the UK and, in many respects, is remarkably similar today. The world has, of course, changed out of all recognition since then. Newspapers have many more pages and sections than they did. Many are in tabloid or ‘Berliner’ formats, as well as the more traditional broadsheet size. Both newspapers and magazines have benefited from improved printing technologies which have enabled good quality colour and photographic reproduction to play a far more prominent role than in the past. The digital revolution has meant people can choose to read newspapers and magazines online via computers, eReaders, tablets and Smart TVs, as well as in print. The sheer number of publications has mushroomed over the years, with titles for every conceivable interest group, region and political persuasion. Some content is only available online, with no printed version. In short, peoples’ reading options have become much broader and more diverse with far greater choice than has ever been available before. But does the measurement system need to change in order to reflect these developments?