Average Issue Readership (AIR) is an indication of potential audience, rather than a measure of how many people will have seen a particular advertisement within a specific edition.
However, NRS does include a number of measures to assess how each publication is consumed and what implications this might have for the advertising placed within them.
The measures available are:
- Frequency of reading
- Source of copy
- Time spent reading
- Readership accumulation over time
Finally, as well as AIR, the full range of options as to when the publication was ‘last read’ are available for analysis. This can be useful when comparing print with other platforms, such as the Internet.