The only way to reach some targeted markets efficiently besides direct mail. Circulation figures are general guidelines only. Readership is generally highest in colder months like January, February and March. Magazines aren't read every month. Most magazines are just scanned by readers.
Smaller ads run in the back, and some readers never get that far.
Competition for reader's attention and response on every page make your ad easy to miss. While circulation figures remain steady year-round, be aware that readership falls off in the summer as more people spend time outdoors. Almost every inquiry needs to be followed up with a phone call, a direct-mail piece or both. A three-month lead time to measure response is normal for most magazines. A press release can be used to test the effectiveness of a publication to see if it will pull a response before you place an ad.