tag:blogger.com,1999:blog-2042413869472011551.post3295320780221214556..comments2023-09-17T00:52:27.888+10:00Comments on Girl With a Satchel: Mags: State of the (mag)nation - December 2010 ReadershipErica Bartle (nee Holburn)http://www.blogger.com/profile/03115131016810116605noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-2042413869472011551.post-55651971980783005582011-02-19T19:05:50.708+11:002011-02-19T19:05:50.708+11:00And how do they measure readership? How do you kno...And how do they measure readership? How do you know which buyers live in a share house or just throw the copy away when they're finished?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-2042413869472011551.post-58347646440790019002011-02-18T11:42:59.052+11:002011-02-18T11:42:59.052+11:00That explains a lot, thanks! So, which is more imp...That explains a lot, thanks! So, which is more important for magazines? Are they both important? Sorry for all the questions!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-2042413869472011551.post-3810675791625693642011-02-18T10:32:05.747+11:002011-02-18T10:32:05.747+11:00Hi anon,
Readership is extremely contentious.
Ci...Hi anon,<br /><br />Readership is extremely contentious.<br /><br />Circulation, according to the Audit Bureau, reflects the actual paid-for copies of the magazine or "net paid sales". These include copies sold through retailers who buy them wholesale, cover price sales, individual subscriptions, accommodation/airline sales, education sales and bundled sales.<br /><br />For more information on circulation, see here:<br />http://www.auditbureau.org.au/docs/ABCRules1July2010.pdf<br /><br />Regarding readership, the numbers reflect the average number of people who read one copy of a paid-for magazine, reflecting the magazine's "pass-on rate". <br /><br />For example:<br />Famous magazine has 330,000 average weekly readers; it has 90,242 average weekly sales. Its "pass-on rate" is therefore 3.7 copies per issue.<br /><br />Vogue magazine has 388,000 monthly readers and sales of 52,211, giving it a pass-on rate of 7.4 readers per issue.<br /><br />Certain issues of a magazine will have a greater pass-on rate effect: for example, I might pass on my copy of Who or Frankie or Inside Out magazine if I think a friend will enjoy the content.<br /><br />In certain households, like share houses, magazines are also shared around to limit the costs. Likewise in office spaces. And it's common for women, in particular, to buy magazines and then pass them on to mothers/daughters/grandmothers (grandma might like the crosswords, mum likes the recipes, daughter likes the fashion). <br /><br />And that's not taking into account all the people who borrow magazines from libraries or nick them from the doctor's office or flick through them at the check-out and then put them back who never pay for them in a newsagent.<br /><br />Readership is a necessary measurement for publishers, who use the verified data (as apposed to pie-in-the-sky numbers) in order to sell their publications to media buyers looking to buy advertising that gets maximum exposure to the right readers for their clients. Readership reflects how many people overall are engaging with their magazines beyond committed buyers. Cover prices are still a barrier to some readers. <br /><br />Roy Morgan has been conducting its readership surveys in the Australian market for 30-odd years and it's now facing competition for its services.<br /><br />The industry body The Newspaper Works has reportedly commissioned Ipsos MediaCT to produce a rival readership survey. Read more about that here: http://www.theaustralian.com.au/national-affairs/roy-morgan-rival-in-readership-survey-deal/story-fn59niix-1225927549993<br /><br />Hope this helps to clarify your thinking/understanding... not sure it will!<br /><br />Cheers,<br />EricaErica Bartle (nee Holburn)https://www.blogger.com/profile/03115131016810116605noreply@blogger.comtag:blogger.com,1999:blog-2042413869472011551.post-37635590187729502542011-02-18T09:21:18.160+11:002011-02-18T09:21:18.160+11:00How can magazines whose circulation dropped dramat...How can magazines whose circulation dropped dramatically have a growth in readership? What's the difference? I don't understand.Anonymousnoreply@blogger.com