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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
Exhibit 12-10 Example of an Audit Bureau of Circulations publisher’s statement
Exhibit 12-11 Information
about magazines is
available from SRDS
© The McGraw−Hill
Companies, 2003
value of pass-along readers should not be discounted. They can greatly expand a magazine’s
readership. People magazine commissioned a media research study to determine
that its out-of-home audience spends as much time reading the publication as do
its primary in-home readers.
You can calculate the total audience, or readership, of a magazine by multiplying
the readers per copy (the total number of primary and pass-along readers) by the circulation
of an average issue. For example, a magazine that has a circulation of 1 million
and 3.5 readers per copy has a total audience of 3.5 million. However, rate structures
are generally based on the more verifiable primary circulation figures, and many
media planners devalue pass-along readers by as much as 50
percent. Total readership estimates are reported by major syndicated
magazine research services (discussed next), but media
buyers view these numbers with suspicion.
Audience Information and Research
for Magazines
A very valuable source for information on magazines is the
Standard Rate and Data Service (SRDS), whose print and
online service provides complete planning information on
domestic and international consumer magazines as well as
business and health care trade publications. The SRDS proprietary
database contains standardized ad rates, circulation figures,
dates, general requirements, contact information, and
links to online media kits, websites, and audit statements that
provide additional information on readership and positioning.
Exhibit 12-11 shows an example of the type of information that
is available about magazines from SRDS.
While circulation and total audience size are important in
selecting a media vehicle, the media planner is also interested in
the match between the magazine’s readers and the advertiser’s