Reading rate

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The reading rate is a term from market research . It is collected on behalf of the print media and indicates the average percentage of a certain text that has been read by the readership. The reading rate of a certain amount of text fluctuates between 0% and 100%. A reading rate of 0% means that the text was not even noticed by a single reader. 100% means that the newspaper text has been read in full by all readers. The reading rate of newspaper and magazine editions can be determined empirically by means of Readerscan ; the results are based on the reading behavior of a representatively selected group of readers.

Newspaper parts with a below-average reading rate are mostly parts that are not aimed at the entire readership of a newspaper, but only at certain groups of readers (reader segments). Typical examples are the culture and sports sections of a newspaper.

The concept of reading quota was introduced into readership research by Carlo Imboden in 2004 - in connection with Readerscan . This is one of several methods to record the usage behavior of newspaper and magazine readers.

Another method for assessing the journalistic content of a newspaper has been developed under the name Benchmarking by Michael Haller for the Institute for Practical Journalism Research at the University of Leipzig . Meanwhile, Carlo Imboden and Michael Haller are cooperating, according to a statement from the Federal Association of German Newspaper Publishers (BDZV).

Another method is gaze recording, in which reading behavior is recorded by recording the eye movements of a reader with the help of a camera. The reader has to wear a special helmet for this or, in the case of the latest models of gaze recording devices, glasses that are equipped with a very small additional camera. The first gaze recording study for newspapers was carried out in 1989 by Norbert Küpper . The results of this study are still valid today. In 2007, two more studies with a gaze tracking camera were carried out: by the Poynter Institute in Florida and the IFRA carried out by Jürgen Bucher ( University of Trier ).

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