Alternative Ways to Measure the Effectiveness of Your Publications
http://www.sinicom.com/Sub%20Pages/pubs/articles/article25.htm

Sinickas, Angela D.
Sinickas Communications
1998

Abstract:

If you want to go beyond the usual limits of a traditional readership survey that tells you how well received a publication is, first clarify your objectives. Then you might include additional "impact" questions on your next survey, conduct in-depth focus groups with readers, and conduct some objective, "audience-free" measurements of the publication to see how well those objectives were met.