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Readership Definition

The number of people reading a particular publication. This includes both the individual subscriber and others who have read the publication.

Readership refers to the number and profile of people who read a particular publication, whether in print or digital format. It includes metrics such as reach, frequency of reading, time spent and engagement levels.

Who relies on readership in market research?

Publishers, media planners, advertisers, content marketers and audience research firms rely on readership data to understand media consumption and make strategic decisions about content and ad placements.

What are key aspects of readership in market research?

• Measures both print and digital audiences.
• Includes demographics and psychographics.
• Assessed through surveys, panels and tracking tools.
• Can be reported as total readers or average issue readership.
• Differentiates between primary and pass-along readers.

Why is readership important in market research?

Readership data helps identify the size and composition of a publication’s audience, guiding decisions on editorial strategy, advertising sales and media planning. It also validates the effectiveness of content and communication efforts.

How do market researchers use readership?

Researchers analyze readership to segment audiences, compare publications, evaluate the performance of editorial content and support ad sales by demonstrating audience value to potential advertisers.