PMB 2000 RESULTS SHOW SLIGHT RISE IN READERSHIP
By Adnews Staff
PMB 2000 results show that readership of the 87 magazines measured has increased slightly over last year's figure. Total readership for French-language books increased by 4% while English-readership increased by 1%. Five new magazines, four English and one French, also took part in the study for the first time this year. They include Canadian Family, IE Money, President's Choice Magazine, Professional Speaking and Le Magazine Enfants Quebec. PMB 2000 was the last study to use the "through-the-book" measurement technique. The study next year will be based on recent reading measurement and will include 99 magazines. Steve Ferley, president of Toronto-based PMB said the increasing number of magazines being included in the study year after year is much of the reason for changing the measurement technique. He explained the "through-the-book" measurement was never meant to measure this many magazines. Commenting on the results, he said PMB 2000 shows typical shifts expected from year to year. As for next years results using the new measurement technique, Ferley said the results will probably show more change. PMB 2001 is expected to be released in May 2001.