Audit Bureau of Circulation - Intro

7/30/2019 Audit Bureau of Circulation - Intro

1/12

CIRCULATION

STATISTICS


2/12

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.


3/12

The Pink Slip


4/12

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


5/12

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.


6/12

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.)


7/12

Audit Bureaus

ABC and BPA Worldwide (BPA)

are the two major magazine

circulation audit bureaus in the

United States.


8/12

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.


9/12

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.


10/12

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


11/12

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/


12/12

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

Documents

Audit Bureau of Circulation - Intro