COMPARISON OF CIRCULATION

Make sure you know who your ad dollars are reaching, because one thing is for sure— all magazines are not the same. KEYBOARD MAGAZINE: BPA Consumer Magazine Circulation Statement December 2009

KEYBOARD MAGAZINE: BPA Consumer Magazine Circulation Statement December 2009

On the surface, Keyboard appears to have a circulation of 18,640* audited, qualified subscribers. But, who exactly are they reaching?

Only 19% or 3,579 of Keyboard subscribers are “Direct Requests”, meaning only 19% of their circulation have actually requested to

receive the magazine. An even larger percentage, 62.3%, are categorized as “Communication from recipient or recipient’s company

(other than request),” meaning that they receive Keyboard from a third party without having ever actively requested it.

Nearly 82% of Keyboard subscribers have little or no value to advertisers. NET EFFECTIVE CIRCULATION: 3,579

KEYBOARD MAGAZINE: BPA Consumer Magazine Circulation Statement December 2009

Now, let’s look at website traffic. A simple comparison will show that Keyboard cannot even begin to compete with EM in terms of

unique visitors and page views―the two key online metrics for advertisers.

► Keyboard has 31,075 unique visitors and 84,983 page views per month (July, Oct-Dec 2009)

► EM boasts 204,200 unique visitors* and 562,924 page views* per month during the same time period.

Keyboard’s website traffic represents only 15% of EM’s total website traffic. In other words, EM has nearly 7 TIMES MORE

monthly web traffic than Keyboard.

EM’s print circulation is vastly superior to Keyboard’s.

EM has 40,000 qualified subscribers*. Keyboard has only 18,640.

But there’s more to the numbers…

RECORDING MAGAZINE: BPA Consumer Magazine Circulation Statement June 2009

Recording appears to have a very robust circulation of 24,870* audited, qualified subscribers. But, who exactly are they reaching?

Only 29% or 6,883 of Recording subscribers are “Direct Requests”, meaning only 29% of their circulation have actually requested the

magazine. An even larger percentage, 50.2%, are categorized as “Communication from recipient or recipient’s company (other than

request),” meaning that they receive Recording from a third party without having ever actively requested it.

A full 71% of Recording subscribers have little or no value to advertisers. NET EFFECTIVE CIRCULATION: 7,212

EQ MAGAZINE: BPA Consumer Magazine Circulation Statement December 2009

Over 15%, or 5,462, of EQ’s subscribers are categorized as “Other/Blank” and therefore do not identify themselves as professionals

from ANY part of the industry.

EQ MAGAZINE: BPA Consumer Magazine Circulation Statement December 2009

Furthermore, over 28% of EQ’s subscribers are categorized as “Communication from recipient or recipient’s company (other than

request)” meaning that they receive the magazine from a third party without having ever actively requested it.

A full 28% of EQ subscribers have little or no value to advertisers. NET EFFECTIVE NON-PAID CIRCULATION: 20,645

EQ MAGAZINE: BPA Consumer Magazine Circulation Statement December 2009 – Website Traffic

Now, let’s look at website traffic. A simple comparison will show that EQ cannot even begin to compete with EM in terms of

unique visitors and page views―the two key online metrics for advertisers.

► EQ has 16,034 unique visitors and 36,629 page views per month (July, Oct-Dec 2009)

► EM boasts 204,200 unique visitors* and 562,924 page views* per month during the same time period.

EQ’s website traffic represents a mere 8% of EM’s total website traffic. In other words, EM has 12 TIMES MORE monthly web

traffic than EQ.

So how can you know you’re reaching a highly qualified audience, with no fluff and far superior web traffic? Only with EM.

EM targets 40,000 audio professionals and enthusiasts*: engineers, producers, sound designers, sound for picture pros,

independent musicians, music educators and more. And we reach more than 204,000 unique individuals online every month.

No filler. No “others.” Fully qualified, superior print circulation and web traffic. The difference is clear―EM IS HEAD AND

SHOULDERS ABOVE THE COMPETITION.

*EM Audience Engagement Report May 2010 (The quarterly Audience Engagement Report provides an integrated view of the EM community. The data provided within is

obtained via internal and third party sources, including Omniture, Yesmail, and ESP Computer Services.)

All data presented represents the most current available as of 8/30/2010.