Print continues to be relevant and exerts influence on the consumer, but it can get its due from advertisers only if it has robust and regular measurement data
In December, the fieldwork for the new Indian Readership Survey (IRS) is finally expected to begin. The move has been confirmed by research firm Nielsen, the agency that will conduct the research. The members of the Media Research Users Council (MRUC) and the Readership Studies Council of India (RSCI), the media bodies that publish IRS, are keeping their fingers crossed.
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