Buy Safe Media
Do you know where your money goes?
None of us would write a cheque for an order of widgets without checking that the right number of widgets arrived in good condition. Thatís basic financial accountability, right? So why get sloppy when buying media? If you buy advertising space in a publication that doesnít have an audited circulation statement, youíre spending your money on an unknown audience. You are at the mercy of the publisher. You might think youíre paying to reach 50,000 subscribers, but in actuality, only 30,000 names are viable because the data is out of date, or no one at the address actually requested the magazine (meaning thereís a high chance that it goes straight into the recycling bin). Or maybe you pay for 50,000 readers, but only 30,000 of those readers have purchasing influence or are in the right geographic area for your company.

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.

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