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Circulation Figures/The Reader

  • Average issue circulation of 36,915. (Source: ABC Jan – Jun 2019).
  • On average aged 48 years old.
  • Are mostly male (With a 86% - 14% split).
  • Earn an average 34k per annum.
  • Combined, they spent £188 million on gear in the last year.
  • The average reader has had an interest in traditional photography for 18yrs, and Interested in digital photography for 4 years.

What does ABC mean to me?

ABC stands for Audit Bureau of Circulation. It is an advertiser’s guarantee that a magazine such as Practical Photography has had its circulation independently verified and that the figures given to you can be trusted and confirmed by a certificate. Any publisher can apply to become a member of ABC. It costs the publisher around £500 to have their titles ABC’d, which to many publishers, including Bauer, is seen as an investment instead of an outlay. There are some publishing companies that choose not to be members of ABC. This could be down to the cost or the fact their title is not producing the copy sales that it claims to be.

How does this affect my advertising?

If you choose to be involved with a non ABC’d title then you do not have any guarantees regarding its circulation figure and please be aware that print-run figures are not an accurate guideline. Choosing the lowest rate may seem like a wise business decision but, if you choose a magazine without an ABC, you can’t be sure you’ll reach a guaranteed number of potential customers. In some cases paying a slightly higher rate but having a guaranteed circulation gives you the peace of mind that you know exactly how many potential customers you are reaching. At Bauer we believe that ABC is extremely important to our titles as we and other publishers measure our success by how well our circulation figures are performing.