ANNUAL ANNUAL SEPTEMBER SEPTEMBER

PENETRATION PENETRATION ANALYSISANALYSIS

When & WhyWhen & Why

Begin working on the report on October 1Begin working on the report on October 1stst

Useful to determine your market’s household Useful to determine your market’s household penetrationpenetration

Useful for evaluating strength in your countyUseful for evaluating strength in your county

Step 1:Step 1:Complete the monthly circulation report (MCR) for SeptemberComplete the monthly circulation report (MCR) for September

Step 2Step 2Use Use www.ilsw.comwww.ilsw.com to get the Active Residential Counts to get the Active Residential Counts

Be sure to pay attention to the County Codes and

only count the patrons in your county

Once you have entered all the postal patrons, a grand total will be listed at the bottom – do not key over this formula.

Omit postal counts for PO Boxes if you have City Routes

Use the Paper column, not Label column

Subtract Single Copies or NIE copies that are mailed (189-11=178)

Carrier-delivered papers can use the count in total by ZIP code without route-by-route breakdown

Step 3Step 3Add subscriber counts on each route using the M2C statsAdd subscriber counts on each route using the M2C stats

2571+6 = 2577

Do not key over the formulaDo not key over the formula Add up ALL PART A’s from Add up ALL PART A’s from

the 3541’s from the last issue of the 3541’s from the last issue of the monththe month

Total should equal the in-county Total should equal the in-county subscribers from the last issue subscribers from the last issue on your September MCRon your September MCR

Step 4Step 4Use the LAST ISSUE of September for mail, carrier Use the LAST ISSUE of September for mail, carrier

and employee copiesand employee copies

325+220 = 545

Split the out-of-county mail as adjoining and elsewhere according to the ZIPS on your stats

Step 5Step 5Use the AVERAGE of the Use the AVERAGE of the LAST WEEKLAST WEEK of of

September for NIE & bulk copiesSeptember for NIE & bulk copies

Multi-frequency papers: Calculate the average for the week.

Ex. Print on M-W-F; Add up the 3 days and divide by 3.

Step 6Step 6Use the MONTHLY AVERAGE of September for Use the MONTHLY AVERAGE of September for

Single CopiesSingle Copies

Helpful HintsHelpful Hints

Do NOT include large one-time sample copies Do NOT include large one-time sample copies in the report. They are a one-time event and do in the report. They are a one-time event and do not show a “true” history of your numbers.not show a “true” history of your numbers.

The spreadsheet has formulas – be careful to The spreadsheet has formulas – be careful to not key over these formulas.not key over these formulas.

The figures should not vary too much from last The figures should not vary too much from last year’s report unless a large difference can be year’s report unless a large difference can be explained. Ex: PO condensed routes, Route 8 explained. Ex: PO condensed routes, Route 8 may be gone but those patrons have been may be gone but those patrons have been distributed throughout Routes 1-7.distributed throughout Routes 1-7.

A Few Extras to IncludeA Few Extras to Include

Update the # of single copy outlets and the Update the # of single copy outlets and the dealer commission at the top of the report.dealer commission at the top of the report.

If you have a shopper, real estate guide or free If you have a shopper, real estate guide or free publication, include the circulation figure.publication, include the circulation figure.

Make sure you are NOT double-counting Make sure you are NOT double-counting mailed single copies or mailed NIE copies.mailed single copies or mailed NIE copies.

Be sure that reported NIE copies are PAID for. Be sure that reported NIE copies are PAID for. We CANNOT report copies that hope to be We CANNOT report copies that hope to be paid.paid.

REMINDERREMINDER

Mailed copies, carrier copies and employee Mailed copies, carrier copies and employee copies balance to the last issue of the month.copies balance to the last issue of the month.

NIE copies & bulk copies balance to the NIE copies & bulk copies balance to the average of the last week of the month.average of the last week of the month.

Single copies balance to the average for the Single copies balance to the average for the month.month.

Sending the reportSending the report

Email the Penetration Analysis along with the Email the Penetration Analysis along with the September MCR to September MCR to dbaxter@lcni.comdbaxter@lcni.com

Mail or create PDF’s and email the following:Mail or create PDF’s and email the following:3541 for last issue in September3541 for last issue in SeptemberM2C Stats for last issue in September M2C Stats for last issue in September 3602-R for last shopper in September3602-R for last shopper in SeptemberM3C Stats for last shopper in SeptemberM3C Stats for last shopper in September3602 for renewals sent via standard mail3602 for renewals sent via standard mail

DEADLINE:DEADLINE:FRIDAYFRIDAY

OCTOBER 16thOCTOBER 16th