CH 12 - Print Media

Pass-along readership

The audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors’ offices.

Total audience/readership

A combination of the total number of primary and pass-along readers multiplied by the circulation of an average issue of a magazine.

Readers per copy

A cost comparison figure used for magazines that estimates audience size based on pass-along readership.

Canadian Advertising Rates and Data (CARD)

The primary reference source on periodicals for media planners, divides magazines into four broad categories based on the audience to which they are directed: consumer, business, farm, and ethnic publications.