Joint Industry Committee for National Readership Surveys (JICNARS)

Definition:
Set up in 1968 to commission and coordinate research into the readership of British newspapers and magazines, it took over the existing National Readership Survey, established by the INSTITUTE OF PRACTITIONERS IN ADVERTISING in 1954. A continuous programme of 28,500 personal interviews is carried out each year, asking about readership of about a hundred publications, and collecting demographic details of the respondents. Readership figures are computed by aggregating frequency and last-read scores. Respondents are shown the MASTHEAD of each publication and asked when they last read or looked at it, no matter where. If the answer was yesterday or today for a daily paper, within the last seven days for a weekly or within the last four weeks for a monthly, that respondent will be classified an average issue reader for that publication. The percentage of Average Issue Readers in the samples is the statistic from which a total average issue readership figure is estimated, and their aggregate demographic make-up defines its readership profile. The raw data are extensively broken down into subsample figures and profiles.

Cross-References:
[Institute of Practitioners in Advertising (IPA)]

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