Transparency in B2B Print Circulation
by MGB2B
While trade magazines are a tried and true tool for B2B marketing, it is not always easy to find transparency in B2B print circulation. For example, this month I’ve noticed that a business journal (that shall remain nameless) has been delivering an excessive amount of copies to our office. Of the 16 copies sent, two are addressed to current employees, one is addressed generally to “Mascola Group,” and 13 are addressed to former employees, some of whom have not worked here in 10+ years. The moral of the story is this: business publications inflate their circulation numbers. Not only that, it often goes unnoticed because in offices, duplicate and unwanted magazines get sorted right into recycling, before they have a chance to reach their intended recipients.
While it is impossible to have zero waste in a print campaign, it is possible to minimize it by working with publications that are transparent and take the following steps to ensure you have all the information you need to make the right placement decisions:
Subscribe to an Audit service – BPA and ABC are two options. Or use an agency or media buyer that subscribes to them. Audit services hold publications to industry standards in order to verify their audience claims. These tools give planners information like accurate circulations as well as the makeup of a publication’s audience with factors like industry, job titles, and geography.
Verify Database Origin – Where did the subscriber list come from? Was it purchased? Is it a list for a trade organization? Are subscriptions free or paid? Knowing who the subscribers are is vital for reaching current, up to date audiences versus stacked numbers.
Readership vs Circulation – Magazines love to tout their readership numbers. That’s because it includes “pass along” readers. It’s a stat that’s as old as time and, in my opinion, total BS. Judge a magazine by its circulation. Hopefully, its audited circulation (see above).
Ask Questions – Don’t be afraid to seek clarity from a publication’s sales rep. If they don’t know the information, ask them to get it from their sales manager, publisher, circulation manager, etc. Especially if it’s an unaudited publication. If you’re thinking about investing in their magazine, you’re entitled to full disclosure.
Understanding how publications arrive at their B2B print circulation numbers is vital for ensuring that your media dollars are being spent efficiently. Checking your sources, knowing the differences in jargon, and asking the right questions will get you the information you need to make informed choices.
Tags: B2B Media, print ads, trade pubs