Readership
Significant Print Readership Research Papers: 1953-2006
The following is a list of the major print media research papers published by Roy Morgan Research (including Roy Morgan, Gary Morgan, Michele Levine, George Rennie, Peter Grant, Geoffrey Smith, Sergey Dorofeev, Marcus Tarrant, Gregory Hywood, William Burlace, John Davis and Chris Gibson) and published by others including Alfred Politz, W R (Bill) Simmons, J M Agostini, Timothy Joyce, Richard Lysaker, Wayne Eadie, Christopher Fry, Neil Shepherd-Smith, Valentine Appel, Paul Chook, Harold Mitchell, Tony Jarvis, Brian Shields, Andrew Green and others.
- The Power of Newspaper Editorial & Advertising
Paper presented at Country Press Association 106th Annual Conference, Parliament House NSW,
Michele Levine, Gary Morgan - October 26, 2006
The Power of Newspaper Editorial & Advertising.pdf - Reaching Consumers in the Age of Digital Convergence
Paper published by Admap UK, Michele Levine – March 2006
Reaching Consumers age of digital convergence.pdf - Are you going by the numbers? IF YES: Are they the right numbers?
Paper presented at International Herald Tribune Conference, Hong Kong & Singapore,
Michele Levine, Gary Morgan - October 2004
Are you going by the numbers.pdf - A Fresh Look at Estimating Readership Frequency Distribution
Paper presented at ESOMAR/ARF Worldwide Audience Measurement Conference,
Gary Morgan, Michele Levine, Sergey Dorofeev - Geneva June 2004
A Fresh Look at Estimating Readership Frequency Distribution.pdf - A Global Review of Print Readership Surveys -
Presentation at ESOMAR/ARF Worldwide Audience Measurement Conference, Billets, Andrew Green - Geneva June 15, 2004
See Page 23: 4. Fairness of Research Method - 78% of Australian media buyers agree for Roy Morgan readership estimates,
higher than for any other country result.
A Global Review of Print Readership Surveys.pdf - It’s Time? Sectional Readership Data for Newspapers
Paper prepared for the Australian Newspaper Industry Forum, Gregory Hywood, William Burlace – February 12, 2004
It’s Time? Sectional Readership Data for Newspapers.pdf - Reading: Looking into…logging onto
Paper presented at Worldwide Readership Research Symposium, Cambridge Massachusetts USA,
Michele Levine, Gary Morgan, Marcus Tarrant, Nicola Hepenstall, William Burlace - October 2003
Reading: Looking into…logging onto.pdf - Readers-per-copy: Beyond the phoney figure debate to understanding reader choice and how to drive it your way -Paper presented at Worldwide Readership Research Symposium, Cambridge Massachusetts USA,
Michele Levine, Gary Morgan, Marcus Tarrant - October 2003
Readers-per-copy: Beyond the phoney figure debate to understanding reader choice and how to drive it your way.pdf - Selling Print Short: the need to re-assess reading and readership
Paper presented at Worldwide Readership Research Symposium, Cambridge, Massachusetts, USA, Brian Shields - October 26-29, 2003
Selling Print Short: the need to re-assess reading and readership.pdf - Audit Readership Studies Media Markets
Out of 11 major US syndicated newspaper readership studies, only two provide ‘acceptable’ data
for developing newspaper reach and frequencies:
Gallup and Roy Morgan, Tony Jarvis, Media Markets Daily – January 30, 2003
Audit Readership Studies Media Markets.pdf - Reading Between the Lines - The Australian Media, May 29-June 4, 2003
which includes Mark Day’s article in The Australian (Media) on how credible are Morgan’s readership figures;
Harold Mitchell’s response ‘Defending Morgan’.
Reading Between The Lines The Australian Media.pdf - Single Source - For Increased Advertising Productivity in a Multimedia World
Paper presented at ARF Week of Workshops, Chicago USA, Michele Levine,
Gary Morgan, Nicola Hepenstall, Nick North, Geoffrey Smith - October 2001
Single Source - For Increased Advertising Productivity in a Multimedia World.pdf - A New Method to Measure Media Casualness for Magazines and Newspapers
Paper presented at 10th Worldwide Readership Research Symposium, Venice,
Gary Morgan, Michele Levine, Sergey Dorofeev - October 2001
A New Method to Measure Media Casualness for Magazines and Newspapers-01.pdf
A New Method to Measure Media Casualness for Magazines and Newspapers-02.pdf - Single Source - The Problem Solver
Paper compares Roy Morgan Diary TV Ratings with Nielsen People Meter TV Ratings, Geoffrey Smith - July 2000
Single Source - The Problem Solver.pdf - The Market Impact of New Media -
Geoffrey Smith – July 1999
Market Impact of New Media Geoffrey Smith - Proof! Same budget, get 30-50% greater value!
Paper presented to The Inch Club, Sydney,
Gary Morgan and Michele Levine – May 7, 1998
Proof! Same budget, get 30-50% greater value.pdf - Pragmatic Readership Measure for the Future
Presented at Worldwide Readership Research Symposium, Vancouver,
Michele Levine, Gary Morgan and Peter Grant – Revised October 1997
Pragmatic Readership Measure for the Future.pdf - World Readership Research Papers, March 1994
Document sent to subscribers and potential subscribers to the Roy Morgan Multi-media Survey listing important published papers.
It explains why the “currency” for all readership research should be “specific issue”. Attached to the paper is a summary prepared
by Roy Morgan covering the key points made by W.R. Simmons, October 14, 1969: “A New Look at Reach and Frequency”
presented at the 15th Annual Advertising Research Foundation.
World Readership Research Papers.pdf
A New Look at Reach and Frequency.pdf - New Zealanders fail to heed Neil Shepherd-Smith’s cry to “put the poor beast out of its misery”,
Gary Morgan - March 31, 1994
New Zealanders fail to heed Neil Shepherd Smith' s Cry.pdf - Average issue readership – there is something wrong!
Neil Shepherd-Smith, Telmar Communications Ltd - November 1, 1993
Average issue readership.pdf - Roy Morgan Readership Seminar
Melbourne and Sydney, Presented by Gary Morgan, John Davis and Chris Gibson - April 10-11, 1991
RMR Readership Seminar.pdf - Beware of Media Schedules which include Magazines Published with Newspapers,
Gary Morgan, John Davis and Chris Gibson - March 25, 1991
Beware of Media Schedules.pdf - The Ideal Survey – and until the Ideal Survey -
Presented at Worldwide Readership Research Symposium V, Hong Kong,
Gary Morgan, John Davis and Chris Gibson - February 3-8, 1991
The Ideal Survey and Until the Ideal Survey.pdf - The Roy Morgan Readership Survey Results Obtained for
Magazines Published with Newspapers, Gary Morgan - September 1989
Roy Morgan Readership Survey - Memo to all Subscribers of the 1985 Re-interview Survey -
A comprehensive document which outlines in detail the theory behind Roy Morgan’s new casualness system,
George Rennie and Gary Morgan - October 1986
Memo to all Subscribers of the 1985 Reinterview Survey - Developing a Magazine Readership Validating Technique -
Paper on competing methods for measuring average issue audiences in the US, Montreal Readership Symposium, Wayne Eadie and Richard L Lysaker - June 1983
Developing a magazine readership validating technique Wayne Eadie - How a Composite Method has overcome Telescoping, Prestige and Replication in Readership Research
“Symposium II” on Readership Research, Montreal, Roy Morgan - June 1983
How A Composite Method Has Overcome Telescoping Prestige And Replication - Roy Morgan critically reviews Timothy Joyce article “Recent-reading method
yields more accurate counts of magazine audiences”, Marketing News - May 13, 1983
Timothy Joyce Marketing News - Casualness Statistics by Age and Sex
A comprehensive report covering culmination of readers with empirical testing aimed at clarifying an issue which was first raised in 1968 following the introduction of schedule measurement systems in Australia, George Rennie – May 1982
Casualness Statistics by Age and Sex - A New Approach In Audience Measurement For Print Media -
Paper presented at the ESOMAR Seminar “Improving Media Research”, Stockholm, Sweden, Roy Morgan - April 1982
A New Approach In Audience Measurement For Print Media - Magazine Readership and Images, Gary Morgan - March 1, 1982
Magazine Readership And Images - The ARF Comparability Study, Paul H Chook, Ziff-Davis Publishing Company – 1981
The ARF Comparability Study - Readership Research: Need for Australian Advertisers and Agencies to Act,
Gary Morgan – February 26, 1981
Readership Research Need to Act - Telescoping: The Skeleton in the Recent Reading Closet -
Magazine Research Symposium, New Orleans, Valentine Appel - 1981
Telescoping: Skeleton in Recent Reading Closet 1981 - Marketing Research 1980 - Paper presented at Australian Marketing
Institute National Convention, Melbourne, Gary Morgan - May 22, 1980
Marketing Research 1980 - Readership Research Today & Tomorrow - Paper presented to the Market
Research Society of Australia, Gary Morgan - May 21, 1980
Readership Research Today and Tomorrow Gary Morgan - ARF Comparability Study - A Controlled Field Experiment Comparing Three Methods
of Estimating Magazine Audiences, Simmons Market Research Bureau Inc - January 1980
ARF Comparability Study - Letter to Sir Philip Jones, Chairman of Directors, Herald & Weekly Times
Reply to an enquiry to conduct a survey for the Herald & Weekly Times on the problems related to
why people don’t buy or read the Melbourne Herald, Gary Morgan – January 1974
Letter and report to Sir Philip Jones Chairman HWT - Magazine readership: is there something wrong? Neil Shepherd-Smith – January 1973
Magazine readership is there something wrong - Readership of Magazines - Paper answers McNair’s (now AC Nielsen) criticism of
Roy Morgan’s readership survey method, Roy Morgan and Gary Morgan - August 9, 1972
Readership Of Magazines - The Accumulation of Audiences for Australian Publications, Christopher Fry -
October 1971- February 1972
Accumulation of Audiences for Aust Publications - A Philosophy, Roy Morgan Research Readership - Paper covering important issues
regarding measuring readership of newspapers and magazines, Roy Morgan - 1972
A Philosophy - Research in Advertising: Gaps and opportunities for the next 3 years, Roy Morgan - August 1970
Research In Advertising Gaps And Opportunities - A New Look at Reach and Frequency
Presented at the 15th Annual Conference Advertising Research Foundation, W.R. Simmons - October 14, 1969.
See Paper No. 16 above “a summary prepared by Roy Morgan covering the key points made by W.R. Simmons.
A New Look at Reach and Frequency - An Experimental Study comparing Magazine Audiences as determined by Two Questioning Procedures -
Study conducted by Alfred Politz Media Studies for Life Magazine, 1967
Experimental Study Comparing Magazine Audiences Alfred Politz Media - The Case for Direct Questions on Reading Habits
Paper that shows direct questions on reading habits can enable one to deal with problems inadequately handled
by measuring reading behavior techniques, Journal of Advertising Research, J.M. Agostini – February 1964
The Case for Direct Questions on Reading Habits Agostini - A Study of Four Media - Alfred Politz Research - September 1, 1953
Operational Design and Procedures Alfred Politz Research
This study investigated the audiences of four magazines: Ladies’ Home Journal, LIFE, Look and The Saturday Evening Post; one newspaper supplement, This Week; four radio programs: Amos ‘n’ Andy, Charlie McCarthy, Jack Benny and Lux Radio Theatre; and five television programs: Colgate Comedy Hour, Fireside Theatre, Red Skelton, Texaco Star Theatre and Your Show of Shows. For each of these media, the objectives were three-fold:
- To show the kinds and number of people reached by a single or average issue, broadcast or telecast.
- To show the kinds and number of people reached by a series of issues, broadcasts or telecasts.
- To show how frequently people are reached and what kinds of people they are.
