Are publishers able to accurately gauge the pass-along audiences of their magazines? If so, how important is the result in pricing advertisements in their publications?
Readership numbers (the total number of estimated readers of a publication, including passalong audiences) are often more important than general-circulation numbers. In the medical field, for example, the impact factor of a journal is measured by looking at the frequency with which a specific journal is referenced over a set time period. If journal publishers can prove extended readership, using impact factor as one measurement of reach, advertising pricing can be adjusted accordingly.
E. Mace Lewis, Vice President, Business Development, QD Healthcare Group, Greenwich, CT