FOUR BASIC PRINT CONCEPTS
1. CIRCULATION
It is the number of copies of an issue of a magazine or newspaper that is distributed.
2. PRIMARY AUDIENCE
Itis the number of readers who get a magazine at a newsstand or in the mail as subscribers. (Controlled circulation magazines mail copies free to a selected audience.)
3. SECONDARY AUDIENCE (OR PASS-ALONG)
It is the number of readers exposed to a magazine other than by direct purchase-in barbershops, for example.
4. TOTAL AUDIENCE
It is the sum of the primary and secondary audiences, all the readers.
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