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Might it be the number of newspapers sold or distributed (within Israel?) divided by the population of Israel or the number of households or the number of adults or ...? How do they deal with papers read by foreigners? If they divide by number of households, how do they deal with newspapers read at places of work?
The reference is in Hebrew, which I don't read. I copied text from it into Google Translate, and could not find an answer to this question.
Might it be feasible for someone who knows Hebrew to write to the author or publisher of that article and ask for clarification?