Readership and its multiplication factor do have validity. But if you are given a circulation figure by one newspaper and a readership figure by the other you need to convert one or the other or you are comparing apples to oranges. Another term you need to understand to make a good advertising decision is Cost Per Thousand. The last term I want to share today is a newspaper's penetration. When we talk about penetration we are actually discussing what percentage of the residents of a given area are recipients of the newspaper.
Newspapers usually discuss penetration for portions of their market area.
For instance, if you have a newspaper distributed throughout an extensive metropolitan area, it may discuss the penetration in each county, or each suburb, or each zip code. We'll show you how to convert this to a logical process for your own firm. Then we'll discuss rates and the various discount options available to you. Used under License.