I am interested in learning a bit about magazine circulations.

In the advertisting industry, what are some examples of auto and home
magazines have roughly 100K monthly circulation (sold units)?  If not
home and auto magazines, which consumer/ general magazines have this
circulation?  What is the CPM (cost per thousand) for each of these
publications circulations?  What is their publication frequency?

Hello Faithski-ga,


I assembled a list of over 50 magazines which provides circulation,
CPM and publication frequency for each one. Given that there were
hardly any auto and home magazines with the circulation you required, 
I included a wide variety of magazines categories.

================================================================
MAGAZINE                CIRCULATION       CPM      Frequency
================================================================
Jazz Times		       97,044          $38,38    10/Year
Skateboarder	             150,000         $31,79    10/Year
Trailer Boats		 80,164        $105,78    11/Year
Shotgun Sports	       115,898        $45,99    11/Year
Wine Enthusiast		100,153         $89,71    14/year
New York Review of Books  114,003         $93,86    20/Year
Butterick Home Catalog   103,037          $51,79     4/Year
Golf Illustrated         134,901          $48,83     4/Year
Cruising Rider           147,526          $74,77     4/Year
Travel 50 & Beyond       150,000          $40,53     4/Year
Time Out New York	       102,513         $92,12    51/Year
Snowboarder              115,100          $66,74     8/Year
Sport Fishing            151,111          $84,87     9/Year
Go Boating America        95,559          $73,15     Bi-monthly
Old-House Journal        145,141          $69,59     Bi-monthly
Snowboard Life           150,000          $65,43     Bi-monthly
Total Movie              150,000          $96,67     Bi-monthly
Sport Rider              103,214          $88,55     Bi-Monthly
WoodenBoat               103,486          $68,37     Bi-Monthly
Soccer Jr.               103,753          $72,29     Bi-Monthly
British Heritage         107,797          $36,92     Bi-Monthly
Rifle & Shotgun	 
SportShooting            109,700          $33,73     Bi-Monthly
Foreign Affairs          110,058          $93,13     Bi-Monthly
Sport Diver              110,343         $172,19     Bi-Monthly
WildBird                 114,700          $72,36     Bi-Monthly
Fly Fisherman            122,561          $81,76     Bi-Monthly
Fishing & Hunting News   107,782          $64,90     Bi-weekly
Shutterbug                84,005          $66,90     Monthly
Hot Rod Bikes             84,900          $53,22     Monthly
Radio Control Car Action  90,088          $39,02     Monthly
Motocross Action          91,500         $101,86     Monthly
Down East                100,000          $44,63     Monthly
Mustang & Fords          100,900          $52,38     Monthly
Architectural Record     103,108         $134,13     Monthly
Rider                    104,256          $84,50     Monthly
Surfing                  106,100          $88,23     Monthly
Fur-Fish-Game            107,219          $43,14     Monthly
SnoWest                  109,108         $149,27     Monthly
Plane & Pilot            110,140          $81,44     Monthly
Log Home Living          110,210          $56,76     Monthly
Latin Trade	            110,312         $145,95     Monthly
American Artist          114,068          $99,90     Monthly
Guitar Magazine          114,799          $50,48     Monthly
Next Generation          115,613          $53,63     Monthly
Florida Sportsman        116,068          $42,35     Monthly
Family Motor Coaching    124,000          $77,94     Monthly
Romantic Homes           132,092          $49,87     Monthly
Sport Compact Car        133,234          $54,57     Monthly
Yachting                 133,899         $163,89     Monthly
Builder                  142,318         $104,48     Monthly
MotorHome                147,700          $70,55     Monthly
Motor Boating & Sailing  153,300         $131,93     Monthly
Smart TV                 107,478          $35,45     2/Year
New Republic             104,841          $79,88     Weekly
================================================================

To obtain the data:

The EP Magazine Chart provides a listing of over 850 magazines with
the circulation and ad rate for each one.
http://www.editorialphoto.com/Magazinedata/index.html


I filtered the above information and extracted the magazines that have
a circulation of 80,000 to 150,000.

For magazines, the formula to compute CPM is as follows:
Ad Rate ÷ Circulation x 1,000 = CPM
http://www.hbcollege.com/contemporarybusiness/student/busdisk/Chapter16.html

I then did a separate search for the frequency for each magazine.


Search Criteria:

Magazines +circulation
Magazine subscription rates
Magazine frequency
Magazine ad rates
Magazines by Circulation
Circulation and frequency of magazines
Magazine circulation and advertising rates
CPM formula advertising
CPM formula circulation


Thank you for your question and I hope this response has provided you
with the information you were seeking. If anything I have written is
not clear, please post a request for Answer Clarification before
rating my answer and I will do my best to meet your needs.


Best Regards,
Bobbie7-ga

---

Clarification of Answer by bobbie7-ga on 21 Mar 2003 21:13 PST

I’m sorry for the bad formatting of the previous chart. I hope it is clearer now.

==========================================================
Magazine                 Circulation   CPM       Frequency
==========================================================
Jazz Times                97,044        $38,38    10/Year
Skateboarder             150,000        $31,79    10/Year
Trailer Boats             80,164       $105,78    11/Year
Shotgun Sports           115,898        $45,99    11/Year
Wine Enthusiast          100,153        $89,71    14/Year
New York Review of Books 114,003        $93,86    20/Year
Butterick Home Catalog   103,037        $51,79     4/Year
Golf Illustrated         134,901        $48,83     4/Year
Cruising Rider           147,526        $74,77     4/Year
Travel 50 & Beyond       150,000        $40,53     4/Year
Time Out New York        102,513        $92,12    51/Year
Snowboarder              115,100        $66,74     8/Year
Sport Fishing            151,111        $84,87     9/Year
Go Boating America        95,559        $73,15     Bi-monthly
Old-House Journal        145,141        $69,59     Bi-monthly
Snowboard Life           150,000        $65,43     Bi-monthly
Total Movie              150,000        $96,67     Bi-monthly
Sport Rider              103,214        $88,55     Bi-Monthly
WoodenBoat               103,486        $68,37     Bi-Monthly
Soccer Jr.               103,753        $72,29     Bi-Monthly
British Heritage         107,797        $36,92     Bi-Monthly
Rifle & Shotgun	 
SportShooting            109,700        $33,73     Bi-Monthly
Foreign Affairs          110,058        $93,13     Bi-Monthly
Sport Diver              110,343       $172,19     Bi-Monthly
WildBird                 114,700        $72,36     Bi-Monthly
Fly Fisherman            122,561        $81,76     Bi-Monthly
Fishing & Hunting News   107,782        $64,90     Bi-weekly
Shutterbug                84,005        $66,90     Monthly
Hot Rod Bikes             84,900        $53,22     Monthly
Radio Control Car Action  90,088        $39,02     Monthly
Motocross Action          91,500       $101,86     Monthly
Down East                100,000        $44,63     Monthly
Mustang & Fords          100,900        $52,38     Monthly
Architectural Record     103,108       $134,13     Monthly
Rider                    104,256        $84,50     Monthly
Surfing                  106,100        $88,23     Monthly
Fur-Fish-Game            107,219        $43,14     Monthly
SnoWest                  109,108       $149,27     Monthly
Plane & Pilot            110,140        $81,44     Monthly
Log Home Living          110,210        $56,76     Monthly
Latin Trade              110,312       $145,95     Monthly
American Artist          114,068        $99,90     Monthly
Guitar Magazine          114,799        $50,48     Monthly
Next Generation          115,613        $53,63     Monthly
Florida Sportsman        116,068        $42,35     Monthly
Family Motor Coaching    124,000        $77,94     Monthly
Romantic Homes           132,092        $49,87     Monthly
Sport Compact Car        133,234        $54,57     Monthly
Yachting                 133,899       $163,89     Monthly
Builder                  142,318       $104,48     Monthly
MotorHome                147,700        $70,55     Monthly
Motor Boating & Sailing  153,300       $131,93     Monthly
Smart TV                 107,478        $35,45     2/Year
New Republic             104,841        $79,88     Weekly
================================================================

---

Request for Answer Clarification by faithski-ga on 27 Mar 2003 00:38 PST

Great initial answer.  Too bad there were not more auto or home
magazine available. What if I relaxed the circulation constraint? 
What's the CPM for auto or home/ real estate magazines?

Also, I have a similar but slightly different request.  What is the
going rate to have inserts distributed in mailers?  For example,
suppose a company like Microwarehouse distributes a magazine to their
customers.  What do they charge (either cost per unit or cost per
thousand) to distribute and insert for someone- for example- a promo
for a new software product?


Btw, I am willing to pay another $15 for the follow-on answer above. 
Please let me know how I do this.

Best Wishes and thanks again.

---

Request for Answer Clarification by faithski-ga on 27 Mar 2003 00:39 PST

Great initial answer.  Too bad there were not more auto or home
magazine available. What if I relaxed the circulation constraint? 
What's the CPM for auto or home/ real estate magazines?

Also, I have a similar but slightly different request.  What is the
going rate to have inserts distributed in mailers?  For example,
suppose a company like Microwarehouse distributes a magazine to their
customers.  What do they charge (either cost per unit or cost per
thousand) to distribute and insert for someone- for example- a promo
for a new software product?


Btw, I am willing to pay another $15 for the follow-on answer above. 
Please let me know how I do this.  Oh, I see- I can tip you :). 
That's nice :).

Best Wishes and thanks again.

---

Clarification of Answer by bobbie7-ga on 27 Mar 2003 09:14 PST

Hello Faithski,

Thank you for your clarification request. I consider that I have
answered your original question in its entirety and your additional
inquires would be best served by posting a new question.

“In the advertising industry, what are some examples of auto and home
magazines have roughly 100K monthly circulation (sold units)?  If not
home and auto magazines, which consumer/ general magazines have this
circulation?”
 
I assembled a list of magazines which provide the circulation
requirement you requested in your original question. Given that there
were hardly any auto and home magazines with the circulation you
required, I included a wide variety of magazines categories with over
50 magazines on my list.

What is the CPM (cost per thousand) for each of these publications
circulations?

For each magazine on my list I calculated the CPM (cost per thousand)
by using the formula :  Ad Rate ÷ Circulation x 1,000 = CPM

What is their publication frequency?

I then did a separate search for the frequency for each magazine. That
would be 50 individual searches.

For example:
“Subscription rate”  Jazz Times magazine 
“Subscription rate”  Skateboarder magazine 

I understand from your clarification request you require the CPM for
auto or home/ real estate magazines *without* a circulation constraint
this time.

“What if I relaxed the circulation constraint? 
What's the CPM for auto or home/ real estate magazines?”

Answering the question with your new parameters in this clarification
request would best be served by asking them in a new question as the
entire procedure I described above in order to obtain this information
would have to be duplicated.

As to your inquiry for the going rate to have inserts distributed in
mailers, it would be recommendable to post a separate question for
this inquiry as well. I hope that this is not inconvenient for you.

Thank you
Bobbie7-ga

Very thorough and did a lot of work.  Will post an additional question
for the follow-on clarification.  Best,
Faith

Dear Faith,
Thank you for the five star rating and tip!
--Bobbie7