Different publications accumulate readership at different speeds. This obviously has implications for advertising planning.
NRS has conducted a study of how readership builds over time, and the results are available for time-based planning.
The time taken to accumulate readership depends not only on the publication interval, but the content of the publication, and how it is obtained, read and passed on to other readers.
The following chart shows some examples of the differences in how long various publications take to accumulate their audience.
The readership accumulation curves for all titles are available in the subscriber section of this website.
The information is also available through the computer bureaux, to enable subscribers to plan time-based press schedules.