This is not intended as a political document, despite its intention to debunk the myth of a sacrosanct relationship between â€œreadershipâ€? and â€œcirculationâ€?, and despite its origin being Roy Morgan Research. It is intended to explore the real issues underlying the â€œreaders-per-copyâ€? debate. For those with a political bent, we encourage you to read the paper from a scientific research perspective first, and save the political considerations for a second reading.