The 4 Cs of Shopping for Media
Let’s pretend you’re strolling down the famous Rodeo Drive and a stunning bauble catches your eye...“Hello beautiful!” Off we go to show off our knowledge of the 4 Cs—Clarity, Cut, Color and Carat Weight.
How ‘bout we apply that formula to shopping for media content in our industry? We don’t officially have the 4 Cs in the media, but we can identify them as if we were talking about diamonds—and back them up with the BPA Worldwide data (the global industry resource for verified audience data) from the December 2009 statement recently released.
• Clarity: CustomRetailer has a clear voice as the preeminent business strategy magazine in our field.
• Color: CustomRetailer features clever conceptual covers and ties together the look and content with colorful personalities every month.
• Cut: Easy to say a we’re a cut above, but I would say the cut of CustomRetailer is a sharp, clean execution of relevant business strategy content that reflects the industry’s brightest minds.
• Carat Weight: The heavyweight editorial team and the weight of CustomRetailer’s message resonate with the business owner tackling the challenges of surviving and thriving in today’s competitive marketplace.
These qualitative assertions are backed up by the BPA Audit of Circulation statements that support the value proposition of CustomRetailer—connecting buyers with sellers.
In today’s world, sheer volume of circulation is not the only basis of a magazine’s relevance. More than 75 percent of CustomRetailer readers identify themselves as Business Management/Buying, proportionally the largest number of business owners and executive management of any magazine in our field.
What you won’t see in CustomRetailer’s BPA statement are large categories of readers that are not specifying brand (i.e., readers who do not make buying decisions).
It should come as no surprise that each reader category on our BPA statement is identified as management. System Design/Installation Management and Sales & Marketing Management readership is rounded out by healthy numbers of distributors and manufacturers representatives. We value each and every one of our readers.