Download - Audit Bureau of Circulation - Intro
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CIRCULATION
STATISTICS
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Defining Circulation
Circulation is the number of copies of a publication that
are distributed into the marketplace. INCLUDES
copies of the publication that are sold to consumers,
copies targeted to specific individuals or locations at nocost.
PINK SHEET / PUBLISHER STATEMENT
Circulation -> initially reported in a publishers statement
(a.k.a. pink sheet), which reflects the publishers best
estimate of the number of copies being distributed for a
specific six-month period of time: January through June or
July through December.
WHITE SHEET/AUDIT REPORT
Audit service bureaus then analyze the publishers
statements for accuracy and issue their findings in an audit
report (a.k.a. white sheet).
Audit reports are generally published on an annual basis.
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The Pink Slip
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Circulation Segmentation
Data is segmented in multiple ways:
How a consumer obtains a
magazinepaid or nonpaid segments,
including newsstand, subscription,
sponsored subscription or verified
Geographically
Demographically
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Geography
Geographic information by state.
Circulation by population density (based onA.C. Nielsens A, B, C or D countydefinitions).
Advertising editions by region or city,
County level and state data
Designated market area (DMA) breakoutsthat allow the advertiser to align magazinedata with data from other media.
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Demography
Typical breakouts for demographic
editions include:
Income (generally for magazine editionstargeted to high-income consumers)
Gender(e.g., a female-select version of abusiness publication)
Occupation (usually targeted toprofessional groups, such as businessexecutives, physicians, etc.)
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Audit Bureaus
ABC and BPA Worldwide (BPA)
are the two major magazine
circulation audit bureaus in the
United States.
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Sponsored Subscriptions
Sponsored subscriptions reflectsubscriptions sold to one or morebusinesses that want to provide addedvalue to targeted individuals or publicplaces.
All copies or subscriptions purchased inquantities of 11 or more, which promote theprofessional or business interests of thepurchaser, are considered "sponsored"subscriptions.
For example, a high-end department storemight purchase subscriptions to a fashionmagazine for its best customers.
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What is ABC
ABC founded in 1948
Not for profit
Voluntary organization consisting of
Publishers, Advertisers andAdvertising Agencies
Done pioneering work in developingaudit procedures to verify the
circulation data published by thosenewspapers and periodicals
Those newspapers and periodicalsearn the right to display its emblem.
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ABC Publishers
Interaction
ABC lay down a standard and uniformprocedure by which a member publishershall compute its net paid sales.
ABC approved Chartered Accountantsverify the circulation figure
Check if circulation figures confirm to therules and regulations as set out by the
Bureau.
Bureau issues ABC certificates every sixmonths to those publishers
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Importance of Facts and
figures Important tool in the hands of the advertising business
community.
Available online to all Members of the Bureau(http://www.auditbureau.org) at no extra cost.
An Advertiser would like to know the facts and figures
before investing his money in advertising.
An Advertiser ought to know how many people buy a publicationand in which area.
The ABC gives all these vital facts every six months.
Facts Based on AUDIT Not OPINIONS or GUESS WORKS !!!
To get maximum value for their clients, the ABC Certificatesenable advertising agencies to compare the circulation trends ofvarious newspapers and periodicals.
http://www.auditbureau.org/http://www.auditbureau.org/ -
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Advertising and Sales
Two factors Advertisers require to know to what extent any
advertising medium is an effective sales promoter are
(1) cost of the advertisement and
(2) the results which he expects from the advertisement.
Any calculation of results must necessarily be based on the
scope of audience which the advertiser is addressing and in
the case of a newspaper or a periodical this is directly
related to number of copies which are in circulation.
As far as the advertisers are concerned, more and moreeffective distribution of their advertising investments
is ensured by the circulation data