Magazine Dealer Terminology
The following are some terms that may be used by a magazine dealer:
Audience: The audience of a magazine is how many people see it. This does not consider whether individuals seek out the magazine or if it is automatically shipped to their homes.
Circulation: A magazine’s circulation is how many copies of a particular edition have been distributed. This can include home subscriptions or seller purchases. The circulation number of a magazine is not always guaranteed.
Composition: This is the intended demographic of a magazine. Each publication has an intended audience, whether it is fashion divas, entertainment enthusiasts, or political activists.
Duplication: A duplication is a common subscriber that two or more magazines have in common. This duplication can be studied to determine the demographic of the audience member, though the different magazines may not have the same composition.
Issue Date: This is the date that a particular edition of a magazine is made available to subscribers and sellers. The issue date may not correspond with the cover date.
Net Paid Circulation: This is the circulation of a magazine that can be tracked through subscriptions and dealer sales.
Primary Audience: The primary audience of a magazine is a subscriber or dealer who has specifically sought out the magazine. This individual has not only seen the magazine but has looked at it and possibly read it.
Rate Base: Advertising in a magazine is based on the circulation of the publication. The circulation of a magazine is not always guaranteed, so the magazine’s audience is not always guaranteed.
Single Copy Sales: Single copy sales are magazine sales that occur through magazine dealers such as newsstands and bookstores.
Split Run: This is a technique used by magazine publishers where they run two different versions of the magazine. Each version of the magazine contains different advertisements.