The Publisher Research Council of SA (PRC) last week released groundbreaking research in the form of the first Publisher Audience Measurement Survey (PAMS). The survey measures reading results across platforms, and will better inform the buying and selling of advertising. The overriding finding of the survey is that paper is still the dominant reading platform, at 82%. Peter Langschmidt, a consultant to the PRC, explains that the survey aims to deliver an accurate measurement of reading behaviour across platforms. To achieve this, even the common definition of reading was revisited – the research included the phrase “reading for one minute or longer, across all platforms and devices; namely paper, desktop/laptop, mobile devices and tablets”. Making use of global best practice, the survey used a “brand-first” approach: respondents selected titles, and online and paper formats were measured. In a world first for reading surveys, the PAMS used a method known as “flooding”, which allows...
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