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Friday: April 4, 2014 |
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1105 Redmond Media Group Group Publisher Statement on June '05 Audit From the Group Publisher, Redmond Media Group, Henry Allain As marketers and advertisers there are two times per year, each year, when you should be holding your magazine’s circulation file accountable. June and November. Why? Because these are the months that magazines have their circulation audited. Since the magazine circulation file is the primary reason you are spending money with a particular property you should be demanding this and expect that the audit is clear, on time and explained to you thoroughly. Not only does the audit reflect what the circulation composition actually is, but it also gives you key demographic information such as job title, regional distribution data, and how many readers were qualified in the past year. Publishers have become very savvy at showing you lot’s of different data compiled thru different sources like reader surveys and the like, but the audit is still the place where the rubber meets the road on who is actually reading the magazine. I’ve actually seen doctored up fake audits being passed off as legitimate just to sell more ad pages and claim more circulation than an audit would have actually reflected. But at the end of the day, there is no fooling you and there is certainly no faking an audit. At Redmond magazine we have just released our June 2005 BPA audit which currently reflects 119,380 readers. Some of the highlights that demonstrate our continued investment in circulation include a 22.5% combined increase in C-Level, IT, and Network Management, which is a key demographic for all of you. In addition, our System and Network Administrator demographic stayed very strong at over 31,000 readers. All together, Redmond magazine now delivers 96,829 readers in these two key demographic areas. We also are holding strong on our 1 year and 2 year names. The June 2005 audit reflects that over 96% of the circulation file has been qualified in the past year, so you can rest assured that we are not sending copies of your magazine to bad addresses or deceased readers. There are many other excellent data points on our June 2005 BPA audit and I would encourage you to have your sales rep walk you through it in detail. At Redmond magazine, the circulation (the reader) is our most important asset. We spend an incredible amount of money and time to make sure that, like clock work, you will have two audits per year that you can scrutinize in detail and understand exactly who your marketing dollars are reaching. We are very proud of that. You should demand this of us and you should demand this from any other magazine you spend money and time with. It is for your protection. Thanks for your continued business and thanks for listening. |