Audited circulation statements not only provide an accurate picture of the total number of people who receive the magazine, but they also offer vital information such as industry, job titles, purchasing influence and geography. You also get a breakout of requested versus un-requested copies, which can be an important clue about the motivation level of the readers. This data is helpful when you are marketing a niche product, or targeting a niche buyer. Accurate circulation data can help you tailor your marketing plan by ensuring the right niche sees the right message, in the right publication.
This kind of media buying analysis and planning separates the real pros from the amateurs, yet itís not that difficult to do. All it takes is insisting on audited circulation statements, and then using the information in the statements to make your selections.