Welcome to the Age of Circ Transparency
Paragraph 6;A Trove of Sub Source Intelligence
Verified circulation is not the only new reporting aspect on the revised ABC Publisher’s Statements. Paragraph 6 on the Statement contributes another element to circulation transparency. The paid circulation sources most frequently reported in this paragraph are: paid sponsored, partnership (both deductible and non-deductible), loyalty/award, combination orders, club/membership and association.
Subscription source details from paragraph 6 cannot be fully determined until all the first half Publisher’s Statements have been filed. However, there is enough information currently available to begin to draw a picture of the relative volume of the circulation sources reported in this paragraph.
To help illustrate the point, I reviewed paragraph 6 data for all the ABC-audited titles published by the four leading circulation publishers;Time Inc., Meredith, Hearst and Conde Nast.
Their aggregate circulation (114 million) accounts for a sizable (40 percent) portion of the industry’s total paid/verified circulation.
This analysis further provides a developing portrait of the relative usage of the paid circulation sources reported in paragraph 6. Below is a list of the paragraph 6 paid sources, as well as the verified circ, reported by the four leading circulation-level companies. The data is expressed as a percentage of paid/verified subscription circ.
Percent of Paid/Verified Sub Circ
5.0 percent (80 percent public place, 20 percent individual use)
2.0 percent (almost all deductible)
Note the significant usage scale of the loyalty/award, partnership and combination sources.