To Select A Magazine For Your Target Market
goal in advertising is to reach your target market. But how do you know
which magazine to place your ad? One way is to review the publication's
BPA annual audited circulation statement.
is an independent, not-for-profit organization supported by publishers,
advertisers, and advertising agencies. Its mission is to be the industry
resource for verified audience data and media knowledge. The audits give
advertisers the opportunity to objectively evaluate and compare publications
in a given market and are based on information taken directly from the
subscription qualification form.
To begin, check
the statement's date to make sure it is the most current. Circulation
statements are issued every six months. Then check the Field Served and
Definition of Recipient Qualification. These paragraphs define what business
or industry the publication will serve and what individuals within the
field (presidents, owners, supervisors, engineers, etc) are qualified
to receive the publication.
- Business/Occupation Breakout of Qualified Circulation - will tell you
what the target market is and more importantly, the job function of each
qualified subscriber. If you are selling widgets to Quality Control individuals,
a magazine that is heavily weighted toward management might not be the
most prudent buy if there are several magazines that match your target
market more closely.
also provide supplementary data. These audits contain detailed information
of the number of buying influences, secondary and multiple products or
multiple job functions of the qualified recipients. By reviewing this
data you can further target your advertisement to the exact recipient.
After you have
reviewed these items you should now analyze the Qualification Source Breakout
(section 3b). This section is standardized for all publications and provides
you with the quality of the circulation. How and when subscribers are
qualified provides a look at how current the subscription list is.
The BPA can
also provide the geographical breakout (section 4) of the circulation.
Within this section you can determined the regional breakouts along with
any international circulation.
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