Following the release of the revised National Readership Survey (NRS) 2006, the National Readership Studies Council (NRSC) invited data users to discuss their views on the NRS 2006 and the way forward. This is the first meeting wherein, the recently-elected NRSC Chairman, Kurush Grant, chaired the meeting. Also present was Sam Balsara, Chairman, NRSC Technical Committee.
Several advertising big wigs attended the meeting – Shashi Sinha and Arpita Menon from Lodestar Universal and Madhukar Kamath from Mudra among others – as well as heavyweights of the publishing industry – India Today’s Malcolm Mistry, Nai Dunia’s Vineet Sethia, INS President Hormusji Cama and Jagran’s Shailesh Gupta, to name a few.
Speaking on the meeting, Balsara said, “We began with a presentation on what readership means, the way surveys are conducted, the methodology used and such points to clear any doubts in the minds of the users of what data is and how it should be seen.”
He further said that data users voiced their concerns in various areas of the data and the NRSC had assured that it would address these issues. At the same time, Balsara was clear that there wouldn’t be any further revised data release nor would there too many of such meetings. He said, “There would be a meeting of the council where these suggestions would be observed to make the data stronger in the coming years.”
He reiterated the point that some action was already seen with the NRSC inviting the Association of Indian Magazines (AIM) to send suggestions on the changes that could be incorporated for better measurement of magazines. “They will be sending us something on these lines soon,” he added.
Replying to how NRSC intended to communicate to advertisers about the changes that had been made in the data released, Balsara said, “We have already sent across the revised data CD to all data users and we will ensure that everyone has received it. Many advertisers are part of the NRS and those who use it, will receive the revised CD. I think that should solve that problem.”
While this is the NRSC’s view on the matter so far, watch this space to know more on what publishers have to say.