Estimating Newspaper Cumulative Audiences

This study presents a regression model which estimates the two-issue cumulative audience of a newspaper when the average-issue audience and population of the newspaper's market are known. The estimated two-issue cumulative audience can be used with average-issue audience to estimate the reach o...

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Veröffentlicht in:Journal of advertising 1985-01, Vol.14 (2), p.57-61
Hauptverfasser: Kurzbard, Gary, Soley, Lawrence C.
Format: Artikel
Sprache:eng
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Zusammenfassung:This study presents a regression model which estimates the two-issue cumulative audience of a newspaper when the average-issue audience and population of the newspaper's market are known. The estimated two-issue cumulative audience can be used with average-issue audience to estimate the reach of a newspaper advertising schedule using the beta formula. A computational algorithm for the beta is presented which demonstrates how schedule reach can be computed.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1985.10672947