03 - Public, cher inconnu !
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Françoise Dupont
Les lecteurs de la presse : une audience difficile à mesurer
Le Temps des médias n°3, automne 2004, p. 142-150.It is difficult to assess how many people read a newspaper or a magazine. This is due to the great number of titles and the wide range of reader behaviour. The first statistics on the written press were published at the beginning of the 20th century; they related to circulation. The first readership survey was launched by the CESP in 1957 to provide advertisers and advertising agencies with data about readership profiles. The CESP survey was conducted every year from 1967 to 1992; some methodological changes occurred, mainly because of the increasing number of magazines studied. In 1993, newspapers and magazines withdrew from the CESP so as to conduct two separate surveys. These are based on different methods adapted to the type of press concerned. Since 1993, both surveys have been conducted every year with different samples. Because they cannot be compared, advertising agencies are displeased.
