Readership and Popularity of Magazines
Readership and Popularity of Magazine |
Primary readers are those who read every piece in the magazine with attention
and care, and are not distracted by other activities.
Secondary readers are
those who read magazines while they are watching television, listening to the
radio or to the audio-recorder, looking after children, answering telephones or
doorbells, etc.
For a third group of readers, magazine reading is an incidental
superficial activity carried out while changing nappies, laying the table,
cooking for the family, washing clothes, etc.
A further
complication arises because most magazine readers are selective in what they
choose to read. And what they select to read may not sometimes be to their
liking.
Measuring popularity is as slippery an exercise as the attempt by
marketing agencies to measure ‘readership’. Such attempts can at best provide
only ‘guestimates’ rather than accurate statistical data. But since such
guessing exercises are presented in statistical terms and in convincing
graphics, the impression propagated (by the media primarily) is that
‘scientific’ surveys have been conducted.
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