How is 'readership' calculated?

Readership & Circulation

The key measure of readership is known as Average Issue Readership or AIR. AIR is the number of people who have read or looked at an average issue of a publication. The definition is based on those who say they have last read a publication within its publication interval.

For bi-monthly magazines, to qualify as a ‘reader’ the publication must have been read or looked at for at least 2 minutes by this individual in the last 2 months. In fact, publications are read for much longer than this, as the time spent reading data show.

What’s the difference between readership and circulation?

Circulation is a count of how many copies of a particular publication are distributed. In the hyper-local magazine industry this number is calculated by the number of magazines printed.

Readership is an estimate of how many readers a publication has. As most publications have more than one reader per copy, the readership estimate is very different from the circulation count.

Readership estimates also show:

  • The demographic profile of readers.
  • What else they read and do.

The relationship between readership and circulation is known as readers-per-copy, i.e. readership divided by circulation. The industry standard for determining readership calculates circulation by a factor of 2 - 2.5. We go with the middle and calculate our readership at 2.25.

So, we have 22,500 readers for 10,000 printed copies. Keep in mind, this is only for our print editions. This numbers rises significantly when we add our digital readers!