A TOP-LINE REPORT FROM HONG KONG: AN OVERVIEW OF THE 1991 READERSHIP SYMPOSIUM.

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    • Abstract:
      The article focuses on the 1991 Readership Symposium that took place in Hong Kong. The symposium was divided into 11 sections. It began Monday morning February 4, 1991, with a summary of current print methods and surveys in a section called Where Have We Got To? Filmed readership interviews from the United States, Great Britain, France, and Holland were also shown. They employed a variety of techniques using personal and phone interviews. Symposium delegates criticized some of the interviews as too staged and somewhat unreal. The author says the most interesting paper in this section was a discussion in the program of single-source data from the print perspective. The title in the program makes clear the point of view: Single Source in Media Research: A Philosophy Without a Future? Results of measuring magazines via a single panel in Germany produced inconsistent and, what appeared to be, invalid data for all but the broadest product categories and media vehicles. There also was an interesting paper in this section on the pattern of issue readership growth over time in Great Britain.