edia mavens will also need to keep a keen eye on the changes in the demographic profile since this, more than anything else, will determine the opportunities and threats that will reveal themselves. The National Readership Survey 2005 helps align this perspective with a view on media habits.

At an overall level, urbanisation tends to be a precursor to dramatic changes in media consumption and the NRS 2005 detects these changes effectively. A few of these are:... more