he National Readership Studies Council (NRSC), which is an autonomous division of the Audit Bureau of Circulations (ABC), conducted the National Readership Study (NRS) 2006 which was released recently. The sample size of the survey was 2,84,373 house to house surveys. The study covers 535 publications out of which 230 are dailies and 305 are magazines. So what's new in NRS 2006?

Apart from the results, NRS has introduced some new elements such as 'Psychographic Profiling Parameters' (attitudes live brand loyalty) and 'Publications Discontinued for Reading' (asking readers what they have stopped reading). Another interesting aspect is the 'Chief Wage Earner Survey' that reveals the reading habits of the chief earner of the family. ... more