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The DON ZIERDT Agency |
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Your Window to the College Market |
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A critical number for advertisers is the number of newspapers circulated. Specifically, the number of newspapers circulated and its relationship to the potential readership. However, many media kits misuse and substitute other words. Following are some terms and what they mean: Distribution– The physical placement of the newspapers at strategic points on– and off-campus. Many newspapers have a distribution manager whose responsibility it is to coordinate dropping newspapers at key points in a timely manner. Some try to evaluate each drop-off point to try to put the “right” amount of newspapers. This function is extremely important, but can be neglected. Some colleges find it hard to get an individual or group to take on this task. In some cases, the editorial staff helps out. It is critical that the newspapers be distributed on the publication date. It is not good business to have a stated publication date, then distribute the newspapers a day or two later. Circulation– The number of newspapers that are “picked-up” or delivered (e.g., mailed to subscribers). Most advertisers are interested in this number. Non-student newspapers live or die by officially audited circulation, which has an impact on how much they charge for advertising. For the most part, college newspapers do not compete against non-student papers. So, official audits are generally not done. Population– The number of students that attend classes (full-time, part-time, graduate, etc.). You may also include faculty and staff. However, keep these numbers separate (most advertisers want to know just the student population numbers). Readership– The numbers of readers of your newspaper. This can only be determined by surveying. You cannot have a “circulation of 2500 and a readership of 15000.” Statements like this in media kits have no statistical basis. Most surveys show there are approximately 2.5 readers per circulated newspaper. Press Run– The numbers of newspapers delivered to you by your printing company. This includes the amount that will be distributed plus the amount needed for archiving and tear sheeting. |
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Circulation |
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Phone: 609-265-0442 |