Circulation Figures

22,956 Jan-Dec 18 (Source ABC release February 2019)

Why is ABC so important?

Classic Car Weekly feels that it is important to make existing and potential advertisers aware of the importance of ABC and how it affects your business decisions.

What does ABC mean to me?

ABC stands for Audit Bureau of Circulation. It is an advertiserís guarantee that a magazine such as Classic Car Weekly has had its circulation independently verified and that the figures given to you can be trusted and confirmed by a certificate. Any publisher can apply to become a member of ABC. It costs the publisher around £500 to have their titles ABCíd, which to many publishers, including Bauer, is seen as an investment instead of an outlay. There are some publishing companies that choose not to be members of ABC. This could be down to the cost or the fact their title is not producing the copy sales it claims.

How does this affect my advertising?

If you choose to be involved with a non-ABCíd title then you do not have any guarantees regarding its circulation figure and should be aware that print-run figures are not an accurate guideline. Choosing the lowest rate may seem like a wise business decision, but, if you choose a magazine without an ABC, you canít be sure youíll reach a guaranteed number of potential customers. In some cases paying a slightly higher rate but having a guaranteed circulation gives you the peace of mind of knowing exactly how many potential customers you are reaching. At Bauer we believe that ABC is extremely important to our titles, as we and other publishers measure our success by how well our circulation figures are performing.