By: Lucia Moses Company Expects Advertisers To Respond
Midwestern publisher Lee Enterprises Inc. will start reporting readership data for all 28 of its dailies next year, becoming perhaps the first newspaper company to adopt the Audit Bureau of Circulations' Reader Profile service chainwide.
The initiative began this year at half of Lee's papers; the company also began auditing distribution of its total-market-coverage and shopper products.
The Reader Profile service, which audits newspaper audience size and makeup and sets standards for reporting it, has been slow to catch on with newspapers since it launched in late 1999. One reason: readership information hasn't been top of mind for advertisers. But Nancy L. Green of Lee said the company's research tells her otherwise: "As the data come in, people are going to respond."
Lucia Moses (lmoses@editorandpublisher.com) is an associate editor covering business for E&P.
Copyright 2001, Editor & Publisher.
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