Telegraph survey will guide section planning

The Daily Telegraph and The Sunday Telegraph have produced detailed research on readership of newspaper sections in line with calls for the National Readership Survey (NRS) to cover more supplements.

The research, which is called Telegraph Section Planner, is based on a sample of 4,000 people. It reveals the percentage of readers that read each key section of the newspapers and their key lifestyle characteristics.

Newspaper sections covered by the NRS were extended from nine to 21 last year. There are calls by the Newspaper Publishers Association and the Institute of Practitioners in Advertising for further sections to be included.

Chris White-Smith, display advertising manager of the Daily Telegraph and the Sunday Telegraph, says: “The pace of change has been slow and sections will not feature on NRS before summer 2001 at the earliest.

“It was important to take the lead and produce our own research into section readership.”

White-Smith claims that his survey will help planners to decide which supplements will be suitable for their clients.

Sunday Business, which does not feature in the NRS, has conducted its own research. It reveals that the average personal income of a reader is more than &£50,000 and 75 per cent of readers read at least three out of four issues of the newspaper.

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