The "Real" Trail Rider vs: The "Other Guys"… You Decide!
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The "Real" Trail Rider |
The "Other Guys" | The Bottom Line… |
| Paid Circulation | 39,338 certified |
26,887 claimed Click here to view media kit claim |
Trail Blazer has 32% less circulation |
| CPM | $46.64 Click here to view math |
$66.02 Click here to view math |
Trail Blazer is 42% more expensive |
| Mails by | 2nd Class (Publication Rate) Reserved for publications with at least 50% paid circulation |
3rd Class (Bulk Rate) Used by catalog mailers or magazines that are not over 50% paid circulation |
Why would Trail Blazer pay 30% more if they could mail it cheaper and faster by 2nd Class Publications rate? |
| Delivery time | 3-5 days | 10-30 days At Best | Trail Blazer delivers late, 3-6x slower |
| Statement of Ownership and Circulation Published? | Published Nov/Dec '06 issue on page 118 |
Not Required for 3rd Class Bulk Rate Publications | Not Required for 3rd Class Bulk Rate Publications |
| State by State and Newstand Distribution | ASK FOR IT | Not detailed in Trail Blazer Media Kit | |
| Average Book Size | 128 pages | 84 pages | Trail Blazer is 35% smaller |
| Readership Profiles | Source: Independent Readership Study of July 2005 by Lewis & Clark Research, Raliegh, NC. |
No source reference in Media Kit |
You decide |
| Editorial Content | Compare both, then you decide |
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What is CPM?
CPM stands for Cost Per Thousand, the device by which advertisers can measure their cost of reaching a thousand people. This is what you might call a "blunt instrument" as it does not measure other things, such as whether there is any waste in that advertising vehicle (e.g. saddles placed in Sports Illustrated, to use an exaggerated example). Wielded skillfully, CPM can help bring clarity to an otherwise muddy media picture.
| What’s the big deal about how a publication mails? The US Postal Service offers three primary levels of ground delivery: First, Second, and Third Class. |
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| • First Class is intended for personal mail like cards and letters, and costs the most of the three. • Second Class is reserved for publications, which must certify that at least 50% of the copies they’re mailing have been paid for by subscribers. This costs the least of the three, and mailings are delivered in three to five days. • Third Class is also called "Bulk Rate," designed for catalogs. Third Class costs more than Second Class because it’s considered junk mail, and the mailings deliver in 10 to 30 days at best. |
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| As you can see, if you truly have a paid-subscription magazine, naturally you’d do the paperwork to certify it as such with the US Postal Service. Otherwise, you’re paying significantly more for far slower delivery. | |
| Why paid subscriptions matter to publishers, and to you. When it comes to circulation, there are essentially four categories of publications. |
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| • Free… generally local, available at tack shops and feed stores, and free to everyone. These can be good publications if you need a local buy, although you have no guarantees you’re getting what you pay for. Decide on reputation and how many they print each month. • Paid, but really not… these publications are either declining in readership or have always played games with their figures. They claim their subscribers have paid, but keep mailing for free to non-renewals far longer than they should, sometimes for a year or more. Generally these are a very poor buy for advertisers, but are sometimes hard to spot for what they are. • Paid, low-value… these publications make many offers of $10-$12 subscriptions. So their subscriber base is genuinely paid, but the subscribers may or may not read them, as the purchase was often a "why not, at that price?" whim. These can be a good buy, but should be looked at very closely on an individual basis. • Paid, high-value… these publications are available by subscription at a price that offers a limited discount off their cover price. For a monthly magazine, these rates are often in the $20 to $36 a year range. Generally, these perform very well for advertisers because most of the issues are in the hands of subscribers who value them. |
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To view a complete Trail Rider media kit online, visit: http://horsemediagroup.com/pdfs/TTRMediaKit.pdf or www.horsemediagroup.com
Your Advertising Representatives:
Kim Douglas
318-597-0034
kim.douglas@horsemediagroup.com
Bonnie Lewis
951-677-3214
bonnie.lewis@horsemediagroup.com
Charlie Payne
Horse Health
303-482-1293
Charlie.payne@horsemediagroup.com
Nick Griggs
806-622-2225
nick.griggs@horsemediagroup.com
Benjie Lemon
303-661-9282 x208
Benjie.lemon@horsemediagroup.com
