Can readership of sales flyers and free newspapers be estimated by revealing fingerprints? In this paper we report the results of an empirical analysis based on 4604 flyer-pages conducted to assess the feasibility of the method. Results are encouraging, and indicate that the method presently may serve as a conservative estimate of readership. Advertising management may thus use the fingerprints-approach as an alternative audience measure and thereby assess the convergent validity of the traditional interview method and the fingerprint approach. While the fingerprint method appears valid for sales catalogues its validity of measuring audience of small flyers is questionable. </p
