The PMB Print Measurement Bureau is seeking funding for a survey to be carried out every three years, with the first report to be ready by the fall of 1993.
The proposed Business/Affluent study will provide statistics on the media habits and product usage of the Canadian upper crust.
That segment is defined as those in the top 1% of personal income, and managers with significant business purchasing power.
The sampling will be 4,000 participants drawn from Statistics Canada census sources.
Readership levels will be measured using the ‘recent reading’ methodology for magazines, and a ‘read yesterday’s issue’ question for daily newspapers.
Product consumption data will be collected by a leave-behind ProductScan questionnaire.
PMB is looking for publishers, advertising agencies and advertisers to subscribe and get involved in the development of the study.
An advertiser may sponsor a brand section to guarantee that information on its brand category is included. PS
