Be Wary of Research Data on Print and Digital Subscriptions

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GfK MRI's semiannual measure of magazine readership was released to much ballyhooing this week, as publishers practically demanded a recount. The survey showed 70% of the 220 magazines measured were down in audience, including Wired (down 22%), O, the Oprah Magazine (down 10%) and New York (down 14%), according to AdWeek.However, the publishers claim the survey doesn't account for growing digital subscriptions. The problem may be in the methodology, as MRI collects information through in-person ...

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