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| Three
Keys to Review on a Publisher's Statement
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| 1.
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Match
the circulation against a known "census" of the companies (if not
the prospects) you're trying to reach using D&B, government or
industry data. You'll quickly be able to get a handle on whether the
magazine is reaching the units you want to reach. Next, review the
percentage of people in the functions you really care about. Don't
buy a management book when you want to talk with design engineers.
Ask yourself if the magazine is read by a least one person per plant
that you care about. |
| 2. |
Review
the uniformity of "drops" and "adds" on the Publisher's Statement.
Watch out if they are only cleaning their circulation immediately
prior to audit time. |
| 3.
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Review
the age of the circulation by looking at first-year requalifications
versus second- and third-year data. Chances are the older they are,
the less likely they are to be in the market for your products. |
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