News Release
Circulation Alone Doesn't Give Dentistry Journal Advertisers
the Full Picture, New PERQ/HCI Study Reports
NEW YORK (May
21, 2003) – PERQ/HCI has released the 2003 editions of FOCUS™
and Media-Chek®/APEX™ Dentistry Journal Readership studies.
These studies provide dental publishers, manufacturers and advertising
agencies with decision-critical information that goes beyond circulation
figures to accurately predict the average issue readership and
average issue ad exposure in professional journals among the universe
of over 157,000 dentists.
The distinction
between the number of recipients a publication is delivered to
(circulation), and what the audience actually does with the publications
they receive (readership), has been the basis for PERQ/HCI's readership
methodology for over 30 years. Kathleen Henderson, Senior Vice
President for Sales and Marketing, explains: "Too often,
advertisers rely solely on the stated circulation of professional
journals to choose where to place ads. Dentists and dental hygienists
are busy, and may not take the time to read every journal they
receive. They receive so many; they might not even realize they
are receiving a particular title."
Henderson
points to the 2003 data to support this claim: "The average
received rate among professional dental journals is only 91%.
These are journals that circulate to the entire universe of dentists,
meaning that 9% of dentists do not even know they receive the
journal." On average among surveyed dental journals, another
10% of those who report receiving a journal say they never read
it. The percentage of journal receivers who actually read an issue
of the journal ranges between 81% and 97%.
"Circulation
is important, but not the whole story," Henderson adds. "It
does not guarantee a comparable number of readers. As an advertiser,
what you really care about is how many dental professionals are
going to get your message." An average of only 37% of those
who receive a journal are likely to actually see an advertisement
in that journal. The range goes from 54% for the strongest journal
down to only 22% of receivers seeing an ad in the lowest ranked
publication.
A sampling
of data from the report, along with additional helpful information
for effectively advertising in the dental marketplace will be
made available in the forthcoming "Guide to Effective Dentistry
Journal Advertising" from PERQ/HCI. Additional details will
be made available later this month at www.PERQ-HCI.com/dentistry.
PERQ/HCI has
reported journal readership across a variety of healthcare market
segments for over 35 years. Its FOCUS and Media-Chek/APEX studies
are widely considered "the gold standard" for measuring
reader acceptance and advertising exposure opportunities in medical
journals. PERQ/HCI is a VNU business.
VNU is a global
information and media company with leading market positions and
recognized brands in marketing information (ACNielsen), media
measurement and information (Nielsen Media Research), business
information (Billboard, The Hollywood Reporter, Computing, Intermediair)
and directory publishing (Golden Pages).
VNU is active
in more than 100 countries, with headquarters in Haarlem, The
Netherlands and New York, USA. The company employs 38,000 people.
Total revenues amounted to EUR 4.3 billion in 2002. VNU is listed
on the Euronext Amsterdam (ASE: VNU) stock exchange. For more
information, please visit the VNU website at www.vnu.com
Contact:
Kathleen Henderson
Senior VP, Sales & Marketing
Phone: 800.243.2702 ext. 203
E-mail: khenderson@perqhci.com
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