Advertising revenue in most cases is obtained from monitoring services, including Publishers Information Bureau, CMR, Perq Research Corp., Space Analysis Systems and the quarterly Consumer Linage Reports in Advertising Age.
For most unmonitored magazines, AA multiplies ad pages times one-time national b&w rates to arrive at gross ad dollars. This methodology is an industry standard.
When advertising is largely local, retail or a combination, AA works with the publisher to develop a gross revenue total for advertising.
Circulation revenue is the sum of revenue generated by subscription and newsstand sales.
The various components in determining gross revenue (paid subscribers, sub cost, single-copy sales and newsstand price and frequency) come from various sources: Audit Bureau of Circulations, BPA International and directories on consumer, business and health publications from Standard Rate & Data Service. Data are confined to North America.
In a few cases where current-year circulation is not available, magazines, either provide it directly or AA estimates circulation by applying a growth figure tied to the magazine's segment.
Magazines are sorted by their current SRDS primary classification, except for computer/Internet magazines, which AA has grouped into a single category (this category also includes computer game magazines). Classifications for many publications are fluid; many straddle two categories.
STAFF FOR THIS REPORT:
R. Craig Endicott, Dataplace editor; Kevin Brown, information services editor; Susen Taras, research editor; Megan Friedly, research coordinator; Mike Ryan, editor, Special Reports; Geoffrey Shives, design director; Dara Alpert, Sarah