readership profile
Definition:
Demographic description of the people who read a newspaper or magazine. Ideally, it will further attempt a or 'sociographic' description: that is a picture of their social relationships, lifestyle, consumption habits, social values and other personal attributes. Readership profiles are a vital qualitative input to the MEDIA SELECTION decision, augmenting the base quantitative facts transmitted by CIRCULATION and READERSHIP counts or measures of COVERAGE, REACH and FREQUENCY.
Cross-References:
[reach]
[frequency]
[readership]
[circulation]
[coverage]
[media selection]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].