Be Wary of Research Data on Print and Digital Subscriptions

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%

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 surveys. The likelihood that digital readers, with their enjoyment of mobile- and tablet-friendly content, are going to sit through an in-person survey is unlikely. Furthermore, the fact that consumers “understood” the questions doesn’t mean they necessarily wanted to answer them.The take-away? Methodology is key in market research. This is especially true when new technology comes on to the scene, as beautifully illustrated by the infamous Literary Digest Poll of 1939 that erroneously predicted Alfred Landon’s victory over Franklin Roosevelt in the presidential election. Why did they get it wrong? Their sample had a high percentage of Americans with telephones and cars (i.e., wealthy Americans during the Great Depression who were less likely to vote for Roosevelt).Remember: A unrepresentative sample will always misrepresent the data.

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