Measuring the Cumulative Net Coverage of Any Combination of Media

Abstract

Despite computers and simulation methods, “naive” media calculation methods which give immediate information still have a place. The proposed method measures, with great accuracy, the total number of readers, viewers, or listeners of a combination of media and issues. It can be used on a total population figure or on any desired category of readers, on absolute or percentage figures. It requires just paper and pencil, or, for more speed, a desk calculator.