First Half 2007 MRI Audience Numbers Released
Small-circ enthusiast magazines have astonishing reader-per-copy rates.
Top-line spring readership data detailing circulation, audience and readers per copy for 254 titles for the first half of 2007 were released yesterday by media and consumer research firm Mediamark Research Inc. (MRI). The data presents an interesting opportunity to examine the relationships of these numbers. For example, according to MRI’s data, there is a huge disparity between readers per copy figures for small enthusiast magazines and large mass-market titles.
The widest stretch from circulation to readers per copy, according to MRI, belongs to Handguns, which has a circulation of 114,000 and an astonishing 47.15 readers per copy, bringing total audience to 5.4 million. And, in general, the smaller enthusiast publications dominate in readers per copy, with the top ten titles in this category below 300,000 circulation.
But MRI arrives at the reader per copy category by dividing audience figures, which MRI generates, into circulation figures, which ABC or BPA provide. "We’re pulling the audience [data] from our own study. We’re pulling the circulation from either ABC or BPA, and we’re dividing the readers that we obtain from our survey by the claimed circulation," says Julian Baim, chief research officer at MRI. "Handguns, for whatever reason, that number is on the exceptionally high side. We measure audience and then we take the circulation statement from either ABC or BPA and we take one and divide by the other."
Baim says that MRI measures audience by surveying consumers across a number of factors, including subscribers, single-copy purchasers, pass-along readers and public-place readers.
The figures in the report do not include electronic or digital copies of the magazines as reported on ABC statements. And Circulation figures are based on ABC and BPA publishers’ statements.
Also interesting to note: AARP The Magazine, the largest circulation magazine in the U.S. at 23,171,000, has an audience of 31.5 million. Yet Meredith’s Better Homes and Gardens, at a 7.7 million circulation, has an audience of 38 million. This is because AARP is almost flat in their readers per copy category at 1.36, according to MRI figures, while Better Homes and Gardens has almost 5 readers per copy.
In a separate release, AARP The Magazine compared its 31.5 million audience reach to YouTube (30 million U.S. audience), iPods (30 million units sold) and The Oprah Winfrey Show (30 million viewers).
Top Five Circulation
Magazine, Circulation, Audience, Readers Per Copy
AARP The Magazine, 23,171,000, 31,492,000, 1.36
Reader’s Digest, 10,178,000, 36,880,000, 3.62
Better Homes and Gardens, 7,698,000, 38,037,000, 4.94
Consumer Reports, 5,000,000, 18,131,000, 3.63
National Geographic, 4,732,000, 31,284,000, 6.61
Top Five Audience
Magazine, Audience, Circulation, Readers Per Copy
People, 42,375,000, 3,793,000, 11.17
Better Homes and Gardens, 38,037,000, 7,698,000, 4.94
Reader’s Digest, 36,880,000, 10,178,000, 3.62
AARP The Magazine, 31,492,000, 23,171,000, 1.36
National Geographic, 31,284,000, 4,732,000, 6.61
Top Five Readers Per Copy
Magazine, Readers Per Copy, Circulation, Audience
Handguns, 47.15, 114,000, 5,375,000
Sport Truck, 35.26, 71,000, 2,503,000
Popular Hot Rodding, 29.92, 117,000, 3,501,000
Stock Car Racing, 29.76, 91,000, 2,708,000
Bridal Guide, 24.56, 178,000, 4,372,000