The Relative Value Of Primary & Pass-Along Audiences

Every since Alfred Politz developed the "total audience" concept for Life magazine in the late-1940s, a debate has raged between those claiming that pass-along readers have little value to advertisers, and those publishers who benefit from having large numbers of such readers. A number of interesting studies will help to put this issue to rest, including a fairly recent one on public place readership. (1 page text; 2 tables)

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