Regularity of Reading.

People do not separate neatly into the categories of regular readers of a publication and nonreaders: some read issues occasionally. This paper shows that it is important to have data on their regularity of reading. Different models describing this situation have been proposed. The paper suggests another family of distributions which has certain advantages. It shows how regularity can be used to help in choosing publication for a schedule. The advertiser's real concern, even more than in this information, lies in the exposure distribution for all the issues on his schedule of different publications. The piper indicates an analytic method for estimating this joint exposure distribution. [ABSTRACT FROM AUTHOR]