Why categorising people by which papers they read might not be as relevant any more
UK Press Gazette What we think of as newspapers have become news brands YouGov makes a big deal in its weightings on which newspaper those on its polling panel say they read. This was introduced by the firm when it started polling in 2001 and has remained a key part since even though there has been a collapse in the number of printed copies of papers being sold each day. We are still consuming papers but in a very different…