The print measurement system promises to get interesting in 2010. Following a meeting on May 18, 2009, in Mumbai, the members of the National Readership Studies Council (NRSC) have fructified the details of the National Readership Survey (NRS).
The NRS is expected to be rejuvenated and launched in a new avatar in May 2010. The agency for the project is understood to be Hansa Research. As is known, Hansa Research has been the agency partnering with the Media Research Users Council (MRUC) for the last six years to bring out the Indian Readership Survey (IRS).
Sources close to the situation inform that with this development, Hansa would cease to be the agency for IRS. On being contacted, Ashok Das, MD, Hansa Research stated, “No Comments.”
NRS 2010 is planned to be brought out on a quarterly basis. The study continues to see the support of the AAAI, ISA and INS. Sources also informed that the sample size of the Survey would be 4,50,000. It is understood that various factors have been discussed on how to make the NRS 2010 more robust and this included ensuring magazines getting their due attention as well.
A source close to the development said, “Many publications have pledged their support to the NRS in the meeting, and so the Council decided to go ahead with the survey.” Another source added, “But there are some problems already – like the BCCL has not agreed on the new rates that the NRSC is quoting for the survey. The Council is still in the process of tackling issues such as these.”
NRS officials were not available for comments at the time of filing the report. The MRUC officials also couldn’t be reached. The study continues to see the support of the Advertising Agencies Association of India (AAAI), Indian Society of Advertisers (ISA) and Indian Newspaper Society (INS).
As is known, the NRS ceased to publish in the last two years. Many users had pointed various anomalies with the data. The NRSC had then vigorously begun working on various details to address the problems again. This was a repeat of what happened with the NRS in 2003 as well.