Promises of just-in-time readership measure

McPheters and Company, a consultancy in the U.S. has announced the development of a new readership service called readership.com. It is said to give advertisers and agencies up-to-the minute measurement of the circulation and readership of the top 200 titles (by circ) in the States.

We shall see if such a system is a) more widely applicable, b) picked up by advertisers and agencies (so far only Starcom has signed on) and c) can be applied north of the 49th parallel.