VNR Challenge: Measuring Audiences, Getting Quality Airtime

When Doug Simon received the results of a survey co-sponsored by his company, DS Simon Productions, and PR News, there was one set of numbers that bothered him.

When asked, "Have you ever received an audience number for a media outlet on a usage report that you felt might have been higher than it should have been?", 35% of the 400 PR

professionals polled said yes, while 41% said no and 24% did not know.