Audipress

Audipress
StatoItalia (bandiera) Italia
Forma societariaSocietà a responsabilità limitata
Fondazione1992
Fondata daFIEG, UPA e Assocomunicazione
Chiusura27 febbraio 2023
Sede principaleMilano
Persone chiaveErnesto Mauri (presidente)[1][2]
SettoreStatistica
Slogan«Indagine sulla lettura dei quotidiani e dei periodici in Italia»
Sito webwww.audipress.it/
Modifica dati su Wikidata · Manuale

Audipress è stata una società che si è occupata della raccolta dei dati di lettura di quotidiani e periodici in Italia.

Storia

La rilevazione della lettura dei periodici da parte di organismi indipendenti inizia in Italia negli anni cinquanta (Indagine Stampa Periodica Italiana, in acronimo ISPI). Per i quotidiani le indagini di lettura sono iniziate negli anni settanta (Indagine Stampa Editori Giornali Italiani, in acronimo ISEGI)[3].

Agli inizi del 1991 le due indagini furono poste sotto la stessa direzione e fu adottato un unico metodo di campionamento[3]. L'anno seguente ISPI ed ISEGI furono sostituite da Audipress. Il nuovo organismo fu creato da tre organizzazioni:

  • FIEG, l'associazione che riunisce gli editori di giornali e periodici;
  • Utenti Pubblicità Associati, in rappresentanza degli investitori in pubblicità;
  • Assocom, associazione che riunisce le imprese di comunicazione.

Il nome ricorda l'Auditel, società che dal 1986 svolge un compito analogo nel settore televisivo. FIEG e UPA sono stati soci fondatori anche di ADS.

Il 27 febbraio 2023 Audipress e Audiweb hanno proceduto alla fusione per unione ed hanno costituito un nuovo soggetto: Audicom[4].

Metodologia d'indagine

Prima fase

Venivano effettuati due cicli d'indagine, in primavera e in autunno; per ogni ciclo venivano intervistati telefonicamente 22.000 individui, che in 45-50 minuti venivano sottoposti al riconoscimento di circa 180 testate.

L'indagine presentava però problematiche in termini di tempo (interviste troppo lunghe, e tempi di elaborazione altrettanto dilatati) e di stagionalità di alcuni periodici che non coincideva con il periodo di rilevazione.

Seconda fase

L'area d'indagine viene suddivisa in:

  • quotidiani, supplementi ai quotidiani, e settimanali
  • mensili dall'altra

Il campione è costituito da 40.500 intervistati, dai 14 anni in su, visitati due volte, in rilevazioni della durata di 36 settimane. Venivano rilevati il:

  • Lettore, chi sfogliava la copia almeno una volta in tre mesi (quotidiani) o in 3-12 mesi (periodici);
  • Lettore giorno medio, chi sfogliava la copia almeno una volta alla settimana (quotidiani) o in 7 giorni (settimanali), 14 (quattordicinale) o 30 (mensile).

Terza fase

La metodologia viene rinforzata al fine di incrociare dati di diffusione e consumi. Viene introdotto il raffronto con

  • l'ISPE (l'indice di povertà)
  • stili di vita (classificati da Eurisko)
  • provenienza della copia (acquisto, abbonamento, ritrovamento)
  • Contatti per pagina, per i periodici, rapporto tra il numero di volte in cui si è presa in mano la copia, e il numero di pagine lette
  • Contatti per copia, per i quotidiani, numero di volte in cui si è presa in mano la copia
  • Probabilità di lettura, ossia il rapporto tra le stime di lettura del periodo preso in considerazione, ed uno più allargato.

La società che si occupa di pubblicare i dati di diffusione è Accertamenti Diffusione Stampa.

Note

  1. ^ Ernesto Mauri è il nuovo presidente Audipress, su primaonline.it. URL consultato il 15 settembre 2018.
  2. ^ Audipress, Mauri confermato presidente all’unanimità, su primaonline.it. URL consultato il 2 maggio 2022.
  3. ^ a b Franco Brigida et alii, Media e pubblicità in Italia, Milano, Franco Angeli, 2004. Pag. 64.
  4. ^ È ufficialmente nata Audicom, dalla fusione per unione di Audiweb e Audipress, su primaonline.it. URL consultato il 5 marzo 2023.

Bibliografia

Media e pubblicità in Italia, AA.VV., edizioni Franco Angeli ISBN 8846460243

Voci correlate

Collegamenti esterni

Controllo di autoritàVIAF (EN) 124881949

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