As this readership series concludes, we look at common results that publishers have found and the importance of planning before you embark on a study.

In Part 3 of this continuing series, we see that publishers find readership survey results valuable, if sometimes surprising.

In Part 2 of this continuing series, we look at two different approaches to newspaper readership taken by SNPA member newspapers.

Over the next few weeks, SNPA will look at ways newspapers can conduct valuable readership surveys that enhance credibility and generate revenue, without it requiring a large expenditure.