March 2010 - NADbank Research Newsletter


                         Inside this issue:

                                      Comparing NADbank Studies
                                      Tips on Using the NADbank Readership Codebook
                                

Comparing NADbank Studies

Users typically compare data from several NADbank Studies when evaluating newspaper readership. However, there are no hard and fast rules as to how the materials should be read and interpret. Users can look at changes from year-over-year (NADbank 2009 versus NADbank 2008) or during a specific period, using several consecutive studies (NADbank 2006, 2007, 2008 and 2009).

In general, newspaper readership is expressed as incidence or reach (percentage of adults 18+ who read newspapers) or number of readers.   Read more >

Tips on Using the NADbank Readership Codebook

The NADbank readership codebook provides information on the structure, contents, and layout of the NADbank data. Users using either the Telmar-Harris Media Systems or Nielsen IMS software, users are strongly encouraged to consult the NADbank codebook before conducting detailed database runs. The NADbank readership codebook also includes additional information that will help researchers to use the data more effectively.   Read more >

Next Month's Newsletter:Analyzing Extended Market Area (EMA)

Extended Market Area (EMA) provides data beyond the boundaries of core markets measured in the NADbank Study. Please read April's edition of the Research Newsletter where Extended Market Areas are defined and discussed. 

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