April 19, 2007
Publisher’s use of public place distribution is increasing. For the publications we track, use of verified public place increased by 19% from the first half of 2006 to the second half. Public place distribution can be a particularly critical component of a successful audience building strategy, and in the best of circumstances, public place distribution can generate 30 or more readers-per-copy.
However, there are substantial variations in the quality of the public place distribution being used by publishers in terms of:
- Deliverability
- Duplication (multiple copies going to the same location)
- Accuracy of business designation
- Business size
- Demographic characteristics
Publishers who use public place miss a significant opportunity to build audience and generate trial if they are not appropriately deploying these copies. But too few publishers are giving public place the scrutiny it needs to be effective in this regard.
Public place distribution builds audience only if the copies reach outlets in which they will generate readership. Public place copies generate desirable audiences only if they are read by those who are demographically appropriate.
Let us work with you to assess the quality of your public place distribution. Our process for assessing public place quality will either provide you with solid information to use with advertisers that documents public place quality or help you develop a plan to improve its quality. Either way, you – and your publication – win.
