Estimating "readership"

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Permalink Reply by MagazineLaunch on May 4, 2009 at 5:46pm

When selling this we call it pass along. Usually you can sell it with common sense. For example: What kind of publication would have a better pass along or multiple readership...TV guide where the issue is old and useless after one week vs. Entertainment Weekly that sits on the table at a doctors office? The Bible vs. an Obituary? A lifestyle magazine that sells excitement, sex, and money vs. a coupon saver? Which ones will likely have more than one reader?

When selling more readers per copy or pass along...use your imagination as to why more than just one person will read it. Use your imagination as to why someone will want to give or allow others to read a particular publication. Though to answer your question...YES...it is a number they are pulling out of their a**. It depends on how well you sell it. That's why its in a media kit. For example: I worked on a publication about Nascar and motor cars. My pitch was that car readers are fanatic and love to show others what they see and find...especially in print. My pitch was that they would take this particular car magazine and show everyone they could..maybe even post pictures up at work..for example. I actually convinced one decision maker that it would have a pass along rate of 20 people per issue! Whether true or not is irrelevant...though he thought it was true and bought an ad.

My question to you is...are you selling or buying an ad?

Postby kbell on Fri Mar 13, 2009 4:29 pm (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on May 4, 2009 at 5:46pm

Thanks for the info. To answer your question, I'm on the selling end of it.

by scottdc on Thu Mar 19, 2009 12:43 pm (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on May 4, 2009 at 5:47pm

If you're selling it..then every magazine has 100 readers. If your buying...every mag might have 1. Its all about perspective and sales. The definition of sales is the "transferance of enthusiasm from one party to another". When you excitedly explain why someone will take your magazine and "share" it with others...then you can add how many ever readers you want to your pass-along rate.

by kbell on Sat Mar 21, 2009 3:18 pm (Pulled over from original http://www.magazinelaunch.com Forum)