Why do magazine publishers calculate readership?

Agustin Conroy asked a question: Why do magazine publishers calculate readership?
Asked By: Agustin Conroy
Date created: Sun, Feb 21, 2021 8:30 PM
Date updated: Tue, Jan 18, 2022 3:36 AM


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Magazine publishers keep track of readership for several reasons. One of them is that they need to know how many magazines to print; if they don't print enough, they will lose sales for those people who wanted to buy the magazine and couldn't find a copy, but if they print too many, then the unsold ones are waste and must be destroyed.Also, the advertising rates the magazine can charge depend on the number of readers. A magazine which has a million readers per month can charge more for an ad than one that only has 10,000 readers per month, since the advertiser will know that more people will see his ad in the higher circulation magazine. They're also interested in knowing more details about the readers (a magazine where the average reader has annual income of $100,000 can charge more than a magazine where the average reader has annual income of $35,000).

Well, I definitely believe that this question is predicated upon a false premise. Advertisers aren’t fooled by inflated readership numbers but rather are more concerned with more “concrete” metrics like print run, circulation, distribution, demographics, etc. The act of ascertaining a magazine’s readership is a rather nebulous affair that is tantamount to another term that is thrown ...

Readership is a funny thing. Back in the day, ad sales people at publications used to say “readership” was 2.5x (or so) the actual number of printed copies (some would say 3x or even 4x). Maybe in the 1980s, this was true. I know a paper sent to a...

How is readership calculated? This is the link between circulation and readership. If you know the circulation, estimate the readership with a survey, then divide total readers by the total circulation, you can calculate the average number of readers per copy. For many monthly magazines, the average is about 4 or 5 readers per copy.

What’s the difference between readership and circulation? Circulation is a count of how many copies of a particular publication are distributed. In the hyper-local magazine industry this number is calculated by the number of magazines printed. Readership is an estimate of how many readers a publication has. As most publications have more than one reader per copy, the readership estimate is very different from the circulation count.

Readership and circulation. For print media, the two main measures of audience are readership and circulation. Circulation relates to the number of copies circulated to the public. Readership is the number of readers - either of a specific issue of the publication, or over a certain time period, such as 3 months. Circulation is measured from sales figures, but readership is measured from surveys of the population.

Readers-per-copy (RPC) An estimate of the number of people who read an average copy of a publication. It is calculated by dividing readership by circulation. Readership accumulation A measure of how much time it takes a publication to accumulate its full audience. Recent reading

To calculate readership for newspapers and other print media, first determine the circulation. Circulation includes all copies actually in the hands of the public, whether sold or given away. The other component of print readership is readers per copy, meaning that more than one person will read a single copy of a newspaper or magazine.

This answer is different for every publication, and it represents a rather large grey area. In general, a common way is to simply divide the Total Audience by the Circulation to determine the number of Readers per Copy. This usually turns out as...

Magazine publishers have long had issues with IRS, published by the non-profit Media Research Users Council (MRUC), in part because the survey’s findings have begun to show declining readership ...

A newspaper's readership, on the other hand, is almost always a higher number, since it's the newspaper's total circulation multiplied by the average number of people who read each copy. For example, various members of a household may eventually read the same copy of a newspaper or a publication might be passed around from person to person in an office.

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Therefore, publishers rarely will sell inventory that contains more than three to four attributes because this causes an immense amount of work during the live ad campaign for the publisher’s ad operations team. (They must monitor ad delivery carefully and adjust numerous settings in order to ensure delivery of the campaign.)

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