Spoilt for choice – or choices spoilt? As a media buyer, how do you know if the publications...
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Transcript of Spoilt for choice – or choices spoilt? As a media buyer, how do you know if the publications...
Spoilt for choice – or choices spoilt?
As a media buyer, how do you know if the publications you’ve chosen for your advertising will deliver your planned results?
Have you properly assessed the value of each magazine’s circulation
Are you sure you have made the best possible use of your marketing budget
Just how many relevant people has your advertising actually reached Taking the guesswork out of media buying is as
easy as ABCStart now with a 3-point circulation health
check…
Circulation 3 point health check
Has the circulation been audited within the last 12 months? Q
What is the circulation figure? Q
Have readers asked to receive it? Q
If not, ask the publisher why A
Is this as quoted in the magazine or media pack? A
If it’s requested, check the terms of control for who and how many people are receiving it.
A
Ask to see the registration card that is used to qualify readers
People who have not qualified or have not requested the magazine will either not be of interest to you, or are unlikely to be reading it
Check how recently people requested the magazine. The ABC allows registrations up to 36 months old. Look for the number of requests within 12 months
Are the readers suitably qualified?
1.
2.
3.
Quality control
Let’s take a closer look at the ABC certificate…
This is your guarantee that
Insurance Times’s circulation is
independently verified. The ABC
audits 3000+ trade magazines for more than 200 publishers
Check the date carefully – audits are
only valid for 12 months
Pay close attention to the detail
The key circulation figure quoted by the
publisher – backed up by printer’s invoices
and Royal Mail dockets for each issue
This is the number of people who pay to receive Insurance Times each week
Individuals who have specifically requested
to be added to our circulation list
A detailed circulation breakdown
Readers who qualify to receive Insurance
Times – they meet our terms of control
The space to record copies sent to people who do not qualify to receive the magazine
or request it
Look for readers who are alive and kicking not dead and gone
This shows you how long ago our
readers requested to be
added to our circulation list – the more recent,
the better
Terms of control; these criteria must be met
before you can be added to our
controlled circulation list
Complete visibility of a whole year’s
worth of Insurance Times
circulation – issue by issue
How does Insurance Times compare with other titles?
Ave CircAudit issue
Paid
Controlled requestedAuditor
Audit figures for the period July 2007 to June 2008
Insurance
Times
20,998
1,331
19,669ABC
PostMagazin
e
5,666
4,027
0ABC
Insurance
Age
16,438
210
16,043ABC
Professional
Broking
12,695
70
12,248ABC
InsiderQuarterly
6,090
0
0ABC
How do you, as a media buyer benefit from an audited circulation?
It gives you confidence in the quality of our circulation
It provides you with robust data you can use to compare titles
It informs your buying decisions
It helps to justify your choices and underwrites your media planning
Provides data to quantify and measure your advertising campaigns
When budgets are under pressure it is the only choice you should make