Spoilt for choice – or choices spoilt?

As a media buyer, how do you know if the publications you’ve chosen for your advertising will deliver your planned results?

Have you properly assessed the value of each magazine’s circulation

Are you sure you have made the best possible use of your marketing budget

Just how many relevant people has your advertising actually reached Taking the guesswork out of media buying is as

easy as ABCStart now with a 3-point circulation health

check…

Circulation 3 point health check

Has the circulation been audited within the last 12 months? Q

What is the circulation figure? Q

Have readers asked to receive it? Q

If not, ask the publisher why A

Is this as quoted in the magazine or media pack? A

If it’s requested, check the terms of control for who and how many people are receiving it.

A

Ask to see the registration card that is used to qualify readers

People who have not qualified or have not requested the magazine will either not be of interest to you, or are unlikely to be reading it

Check how recently people requested the magazine. The ABC allows registrations up to 36 months old. Look for the number of requests within 12 months

Are the readers suitably qualified?

1.

2.

3.

Quality control

Let’s take a closer look at the ABC certificate…

This is your guarantee that

Insurance Times’s circulation is

independently verified. The ABC

audits 3000+ trade magazines for more than 200 publishers

Check the date carefully – audits are

only valid for 12 months

Pay close attention to the detail

The key circulation figure quoted by the

publisher – backed up by printer’s invoices

and Royal Mail dockets for each issue

This is the number of people who pay to receive Insurance Times each week

Individuals who have specifically requested

to be added to our circulation list

A detailed circulation breakdown

Readers who qualify to receive Insurance

Times – they meet our terms of control

The space to record copies sent to people who do not qualify to receive the magazine

or request it

Look for readers who are alive and kicking not dead and gone

This shows you how long ago our

readers requested to be

added to our circulation list – the more recent,

the better

Terms of control; these criteria must be met

before you can be added to our

controlled circulation list

Complete visibility of a whole year’s

worth of Insurance Times

circulation – issue by issue

How does Insurance Times compare with other titles?

Ave CircAudit issue

Paid

Controlled requestedAuditor

Audit figures for the period July 2007 to June 2008

Insurance

Times

20,998

1,331

19,669ABC

PostMagazin

e

5,666

4,027

0ABC

Insurance

Age

16,438

210

16,043ABC

Professional

Broking

12,695

70

12,248ABC

InsiderQuarterly

6,090

0

0ABC

How do you, as a media buyer benefit from an audited circulation?

It gives you confidence in the quality of our circulation

It provides you with robust data you can use to compare titles

It informs your buying decisions

It helps to justify your choices and underwrites your media planning

Provides data to quantify and measure your advertising campaigns

When budgets are under pressure it is the only choice you should make