1. Our investment to bring media buyers greater returns

2. ? ? ? Spoilt for choice – or choices spoilt?
As a media buyer, how do you know if the publications you’ve chosen for your advertising will deliver your planned results? ?
Have you properly assessed the value of each magazine’s circulation
Are you sure you have made the best possible use of your marketing budget
Just how many relevant people has your advertising actually reached ? ?
Taking the guesswork out of media buying is as easy as ABC
Start now with a 3-point circulation health check…

3. Circulation 3 point health checkQ
Has the circulation been audited within the last 12 months? A
If not, ask the publisher why Q
What is the circulation figure? A
Is this as quoted in the magazine or media pack? Q
Have readers asked to receive it?
If it’s requested, check the terms of control for who and how many people are receiving it. A

4. Are the readers suitably qualified?
Ask to see the registration card that is used to qualify readers
People who have not qualified or have not requested the magazine will either not be of interest to you, or are unlikely to be reading it
Check how recently people requested the magazine. The ABC allows registrations up to 36 months old. Look for the number of requests within 12 months 1. 2. 3.

5. Check the date carefully – audits are only valid for 12 months
Quality control
Let’s take a closer look at the ABC certificate…
This is your guarantee that Insurance Times’s circulation is independently verified. The ABC audits trade magazines for more than 200 publishers
Check the date carefully – audits are only valid for 12 months

6. A detailed circulation breakdown
Pay close attention to the detail
The key circulation figure quoted by the publisher – backed up by printer’s invoices and Royal Mail dockets for each issue
This is the number of people who pay to receive Insurance Times each week
A detailed circulation breakdown
Readers who qualify to receive Insurance Times – they meet our terms of control
Individuals who have specifically requested to be added to our circulation list
The space to record copies sent to people who do not qualify to receive the magazine or request it

7. Look for readers who are alive and kicking not dead and gone
This shows you how long ago our readers requested to be added to our circulation list – the more recent, the better
Terms of control; these criteria must be met before you can be added to our controlled circulation list
Complete visibility of a whole year’s worth of Insurance Times circulation – issue by issue

8. How does Insurance Times compare with other titles?
Ave Circ
Audit issue
Paid
Controlled requested
Auditor
Insurance
Times
20,998
1,331
19,669
ABC
Post
Magazine
5,666
4,027
ABC
Insurance
Age
16,438
210
16,043
ABC
Professional
Broking
12,695 70
12,248
ABC
Insider
Quarterly
6,090
ABC
Audit figures for the period July 2007 to June 2008

9. How do you, as a media buyer benefit from an audited circulation?
It gives you confidence in the quality of our circulation
It provides you with robust data you can use to compare titles
It informs your buying decisions
It helps to justify your choices and underwrites your media planning
Provides data to quantify and measure your advertising campaigns
When budgets are under pressure it is the only choice you should make l l l l l l