When we teach marketing, there is an obligatory discussion of Gross Rating Points
from the textbook. While students are usually intrigued by the concept, I remind them that reach and frequency are losing their meaning in a world where you can download episodes of
Lost for your video iPod. But that said, a company called McPheters & Company has just
announced a new GRP-like measurement service for popular magazines and newspapers. Their service is called
Readership.com and uses continuous gathered surveys. A press release from the company says “This new methodology allows the active, time-starved reader to weigh in on his or her reading choices,” says McPheters. “Our surveys are easy to fill out and have no interviewer bias. Because the surveys can be completed at a time and in a manner chosen by the respondent, we are able to get the participation of those not easily accessed by other methodologies.” McPheters compares the system to Nielsen TV ratings, although Nielsen is preparing to
abandon their diary system over the next few years.
Marketing Blurb always welcomes metrics, although we are not sure we understand this one from the press release.
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