Audience Information and Research for Magazines

A very valuable source for information on magazines is the Standard Rate and Data Service (SRDS), whose print and online service provides complete planning information on domestic and international consumer magazines as well as business and health care trade publications. The SRDS proprietary database contains standardized ad rates, circulation figures, dates, general requirements, contact information, and links to online media kits, websites, and audit statements that provide additional information on readership and positioning. Exhibit 12-11 shows an example of the type of information that is available about magazines from SRDS.

While circulation and total audience size are important in selecting a media vehicle, the media planner is also interested in the match between the magazine's readers and the advertiser's

Job Breakthrough

Job Breakthrough

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