Onderzoeksartikel

Meting van leesintensiteit bij tijdschriftlezers

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Abstract

The decreasing exploitation of advertisements in magazines has increased interest in the qualitative aspects of magazine reading and reading intensity in particular. In this article two studies are presented concerning the reading intensity of magazine subscribers. In the first study reading intensity was measured by asking readers to estimate the proportion of each editorial item they read on the Verbal Allensbach Scale. Results were compared with conventional measurements and showed a weak correlation between the two indirect measures reading frequency and time spent reading. However, these indirect indicators showed no correlation with reading intensity. It was concluded that conventional measures were less preferable indicators of qualitative reading aspects than the suggested method of measuring reading intensity. The second study focused on the validation of the method used in study 1. The results indicated that when measured by one singular estimation (the usual method), reading intensity will be significantly over-estimated. When measured by asking readers what proportion of individual articles in an issue they read, no difference in reading intensity was found between the use of numerical and verbal scales. Nevertheless, several arguments are advanced in favour of the Verbal Allensbach Scale.

How to Cite:

Van De Leur, J., (1994) “Meting van leesintensiteit bij tijdschriftlezers”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 22(1), 41–59.