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Cross-Cultural Validation of a Readership Prediction Technique

In the decade since Haskins presented his "title rating" method of predicting readership of magazine articles,' several important applications have been demonstrated. Title rating has been applied across media2 and has become a familiar and accepted method of measuring interest in media content.' However, most of the applications of the title rating technique have been developed and tested in the United States. The question arises whether the technique has equal applicability to other cultures as well or whether it is somehow uniquely American. If cross-cultural validity could be demonstrated, title rating would be shown to have greater generality as a method of measuring content interest and could be used confidently in crosscultural research. The Research Service of the United States Information Agency undertook a series of studies in 1971 and 1972 to test the title rating technique in several cultures. In three countries-the Philip