Originally posted by Keith Hart
RI claims a world-wide readership of 30,000. Of course this is not the number of copies sold. There is an accepted formula in publishing regarding the relationship of number of readers for each copy sold.
Depends how desperate the publisher is, Keith. An average ball-park is 10:1 in this sort of situation.
However, there are no hard and fast rules. Actually, it is just as many as the publisher reckons he can blag his way through. For example: "It's in hundreds of doctors/dentists waiting rooms. Each copy there is read by about 100 patients."
Or, "Most readers share it with members of their dive/freefall/tapestry club. We estimate that to be 25 readers per copy."
"Readership" is an unaudited totally meaningless number.
Copies sold or given away free can be audited, and usually are because advertisning rates in most national circulation publications are based on £s per 1,000 copies sold.
If I was an advertiser, and there was no circulation audit certificate, I would ask to see a copy of the print bill and then get the permission of the publisher to have this guaranteed in writng by the printer.
That's a tough one to duck.