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Agrimarketing : October 2008
R eaders Per Thousand is harder to measure because it’s multi- factorial. Here are the components that drive RPM. ?Readership per issue In most publications, especially monthlies, it takes three insertions to reach 90+% of their circulation. With the JOURNAL, research shows that 96% of subscribers read each weekly issue. That alone nearly triples the CPM of competitive publications by comparison. ?Thoroughness of reading The more thoroughly a prospect reads a publication, the more likely they are to see and read your ad. Now, thanks to the Farm Publication Editorial Poll, you can find measures of thoroughness. Hint: the JOURNAL wins hands down over competitors. Readership Index* 200 150 100 50 0 Ever read Read 4 of last 4 issues Read most thoroughly 100=Mean ?Reader responsiveness It’s an absolute fact that readers of weekly publications with big classified sections are far more likely to take action after seeing an ad–even a display ad. The data below illustrate this in spades. Reader Actions (READEX, 2007) Took any action 78% Discussed ad with others 50% Contacted advertiser 39% Passed ad along 33% Filed ad for reference 27% Visited advertiser’s web site 25% ?Paid circulation One way to artificially lower CPM is pumping a lot of copies out to marginal prospects or sending multiple copies to a single operation. Those are tricks the controlled ?Unduplicated coverage CPM is worth nothing if your ad never reaches a good prospect in the first place. It’s amazing how many unique readers the JOURNAL has. That’s especially true among cattle producers.And the JOURNAL is right in the heart of cattle country! JOURNAL readers not covered by other magazines* Farm Journal misses 27% Successful Farming misses 39% Farm Progress misses 34% Beef misses 62% Drovers Journal misses 78% Based on readers of each publication in HPJ circulation area. ?Frequency With weekly frequency comes precision. Not only do you reach high-value prospects with the JOURNAL, you can also target readers at exactly the time you want them to see your message. ?Immediacy Progressive Successful Farm Farmer Farming Journal Progress Farm ?Time spent per issue This is related to thoroughness. Again, research shows that readers spend about 30minutes more with each weekly issue of the JOURNAL than they do with the competitive monthlies serving the samemarkets. The JOURNAL also aces out competitive weeklies. ?Reader quality ? The 80-20 rule applies here–80% of your sales come from 20% of your prospects. The circulation of the JOURNAL is biased towards those 20% who are the big-ticket purchasers. Drovers Beef Today Beef HPJ circulation farm magazines have learned well. Nearly every sub- scription to the JOURNAL is paid, at the highest annual rate in the industry. These are readers who want to read the JOURNAL. Farm Size Index (100 IS AVERAGE) 100+ 250+ 500+ 1000+ 2000+ 200 150 100 50 0 A related factor is immediacy. Because 96%of JOURNAL subscribers read every issue, they see the ad immediately. Next time you’re in a farmer’s parlor, look at how many monthlies are stacked up waiting to be read. Some probably don’t even have this year’s date on them. Better yet, look at the stack of monthlies in your office! Enough said. 10 Preference STATE FARM MAGAZINES JOURNAL FARM HIGH PLAINS JOURNAL Based on readers of each publication in HPJ circulation area. Check any objective publication study available. If it measures preference, the JOURNAL will beat competitors hands down. With this preference comes credibility that enhances ad persuasiveness. Or, to put it mathematically, preference for the JOURNAL=sales for you. *From results of 2005 Farm Publication Editorial Poll, a national survey of farm publications based on 2,000 reader responses.
November December 2008