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Gross revenue may be the most uniform measuring tool for magazines, as gross as it may be.

"I can tell you for sure," says William Scott, publisher of Reed Travel Group tabloid Travel Weekly, "I'd like to get the onetime, black-and-white rate for every ad that runs in MY publication." (Advertising Age estimates ad revenue by applying a 1xb&w rate to total ad pages. See methodology on Page 50)

Mr. Scott concedes that since all his competitors are measured uniformly such gross levels don't distort the category pecking order.

However, for the magazine maven who must get at net revenue, here is one rule of thumb: Circulation net is 45% to 55% of gross; advertising net is 60% to 70% of gross.

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