MRG Conference: NRS Key Targets for 2007

In a whistle-stop five minutes at the MRG Conference in Vienna, Roger Pratt, managing director of the NRS, outlined the six key NRS targets for 2007, four of which look at the current methodology and two at new methodology.

Increase Response Rate – In September, the NRS added a financial incentive of £25 in London to anyone completing the NRS survey face to face. If initial figures are sustained, this incentive could have the effect of increasing response rates in London by 50%.

“Time Spent Reading” – A new question asking how much “time spent reading” will be added into the survey. It will be introduced in January 2007 with the first published data coming out in the second half of 2007.

Data Volatility – This is a problem which troubles many subscribers. The NRS is looking into this in early 2007, however Roger stated that there is still lots of work to do.

JICIMS – The NRS are creating an Establishment Survey for JICIMS (Joint Industry Committee for Internet Measurement Systems) to ascertain the correct universe figures for the internet (see MRG Conference: JICIMS Moving Forward). The alliance is almost at agreement, with data due to be released in Q2 2007.

Multi-Platform Measurement – In a new development, the NRS is looking to measure not just print readership, but other platforms too, whether through websites, click and carry PDFs or mobiles. This procedure has begun and first results are due during the second half of 2007.

On-Screen Self-Completion Questionnaire – Considered as the most significant development in the history of the NRS survey, a new online self-completion questionnaire should begin development during the first half of 2007.

NRS: 020 7242 8111 www.nrs.co.uk