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Core circulation numbers key to ad choices
According to ADS24 CEO Linda Gibson, advertisers should scrutinise the core circulation (the total number of subscriptions, copy sales and digital editions minus third-party bulk and print media in education sales) figures released by the Audit Bureau of Circulation (ABC) and not just concentrate on total circulation.
"Basic business principles dictate that purchasers insist on receiving their money's worth. Yet assessments of return on advertising spend all too frequently bases calculations on total circulation, without any core circulation adjustments.
"Best value for advertising"
"The best value for advertising is found in publications where the variance between cost-per-thousand (CPT) total circulation and CPT core circulation is least or, ideally, zero. I would recommend that all advertisers conduct a core circulation exercise before spending the money, as they may be called to account when the sums are done," says Gibson.
She says while advertising agencies tend to appreciate the relevant subtleties, some advertisers inadvertently overlook what should be a key factor in determining the optimum return-on-advertising spend.
