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Accurate and reliable Readership Measurement Matrices need of the hour

30-January-2009
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Accurate and reliable Readership Measurement Matrices need of the hour

Will haphazard surveys and questionable findings continue to drive the Rs 10,000 crore print advertisement industry? Or are there alternatives available to this, asks Manajit Ghoshal, CEO, Mid-Day Infomedia. INS has taken steps in the right direction to set this anomaly right by constituting a committee to give guidelines for such surveys to the National Readership Study Council, which conducts the NRS.

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