AudienceDialogue.net
is available for sale
About AudienceDialogue.net
Former domain of a consultancy firm, whose specialty was media research in the broadest sense covering evaluation, marketing, and futures assessment.
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$5,480
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Measuring audiences to printed publications
For print media, the two main measures of audience are readership and circulation. Circulation relates to the number of copies circulated to the public. Readership is the number of readers - either of a specific issue of the publication, or over a certain time period, such as 3 months. Circulation is measured from sales figures, but readership is measured from surveys of the population.
Readership is practically always larger than circulation, because of "pass-on readers" - in other words, each copy sold is normally read by some people as well as its buyer. The only way that readership can be smaller than circulation is if some buyers don't read the publication themselves, but immediately pass it on to others. Normally, this only happens when the "buyers" aren't paying for the publication, as with controlled-circulation publications.
Let's look at each of these concepts in more detail...
Measuring circulation
As circulation is defined as the number of copies circulated, this should be a simple, unambiguous measure of a publication's success. If only it were so easy! In fact, defining circulation can be quite a problem - because "circulated" can have several different meanings. When a publication is circulated mainly through sales, the circulation can be the number of copies sold. But even that is not simple. Some factors that complicate the counting are:
If copies are sold through wholesalers, some copies may not reach the public. (Perhaps they arrived too late, or were spoiled.)
Copies are sometimes given away.
Unsold copies may be returned, months later, reducing a circulation figure that had been calculated earlier.
Many publications now have part or all of their content on websites. If somebody reads an issue on the web, should this be counted in the circulation figures? And if the same computer accesses the issue twice on the web, should that count as a circulation of two copies?
Circulation can vary from issue to issue, with marked seasonal trends for some publications. So the average circulation, over a year, might be very different from the circulation for a particular issue.