Definition
Total Paid refers to the collective count of all paid copies circulated for a particular issue of a periodical. This measure includes:
- Paid Subscription Copies: Copies sold to subscribers under a regular subscription plan.
- Single-Copy Sales: Copies sold to individual buyers, often through newsstands.
- Graced Copies: Copies sent to subscribers after the expiration of their subscription without immediately stopping delivery, often under specific audit rules.
The term is crucial for understanding the reach and financial health of a publication, ensuring transparency and accuracy in circulation figures.
Examples
- Magazine A reports a total paid circulation of 100,000 copies for its July issue, including 80,000 through subscriptions, 15,000 through newsstand sales, and 5,000 as graced copies.
- Newspaper B distributes 50,000 copies daily, with 45,000 from subscriptions and 5,000 from single-copy sales.
Frequently Asked Questions
Q1: What purpose does the Total Paid metric serve? A1: It provides a comprehensive view of a publication’s circulation, aiding advertisers and stakeholders in evaluating the publication’s reach and influence.
Q2: What are graced copies? A2: Graced copies are additional issues sent to a subscriber after their subscription has technically expired, typically as a courtesy or under specific audit rules.
Q3: How does Total Paid differ from Total Circulation? A3: Total Paid includes only those copies which are sold or classified as paid, while Total Circulation may include complimentary or free copies distributed.
Q4: Why do audit bureaus regulate Total Paid circulation? A4: They ensure accuracy, reliability, and consistency in reported circulation figures, which supports fair pricing and ethical reporting practices.
Related Terms
- Paid Circulation: Total number of copies sold directly to readers or subscribers.
- Graced Copies: Issues sent to subscribers after expiration without stopping delivery.
- Audit Bureau of Circulations (ABC): Organizations responsible for verifying and regulating circulation figures.
- Business Publications Audit of Circulations (BPA): Similar to ABC but typically focuses on business-to-business publications.
Online References
Suggested Books for Further Studies
- “Media Planning & Buying in the 21st Century” by Ronald D. Geskey
- “The Dynamics of Mass Communication: Media in Transition” by Joseph R. Dominick
- “Circulation: Inferring Content, Propagating Influence, and Analysing Reception” by Pedro Oliveira
Fundamentals of Total Paid: Media and Advertising Basics Quiz
### What does the term "Total Paid" in periodical circulation primarily refer to?
- [x] The total number of paid copies of an issue.
- [ ] The total number of free promotional copies.
- [ ] The total page count of a publication.
- [ ] The total revenue from subscriptions.
> **Explanation:** Total Paid refers to the total number of paid copies, including subscription and single-copy sales.
### Which of the following is included in Total Paid circulation?
- [x] Paid subscription copies
- [ ] Free promotional copies
- [ ] Uncirculated back issues
- [ ] Editorial reviews
> **Explanation:** Total Paid circulation includes paid subscription copies and other forms of paid sales, not promotional or editorial content.
### What is the purpose of graced copies in a Total Paid calculation?
- [ ] To increase page count.
- [x] To extend the subscription after expiration.
- [ ] To provide free content to new readers.
- [ ] To add unsold copies to circulation numbers.
> **Explanation:** Graced copies are provided after the subscription expiration under audit regulations, extending service period.
### Which organization typically verifies the Total Paid figures for periodicals?
- [ ] Local government agencies
- [x] Audit Bureau of Circulations (ABC)
- [ ] Subscription services
- [ ] Reader surveys
> **Explanation:** Organizations like the Audit Bureau of Circulations (ABC) are responsible for verifying the accuracy of Total Paid figures.
### How does Total Paid circulation benefit advertisers?
- [x] Provides insight into the publication's reach.
- [ ] Improves the quality of content.
- [ ] Reduces the cost of production.
- [ ] Guarantees higher revenue.
> **Explanation:** Total Paid circulation helps advertisers understand the publication’s reach, enhancing the value of ad placements.
### Why isn’t Total Paid circulation the same as Total Circulation?
- [ ] Total Paid includes free copies distributed.
- [x] Total Paid excludes complimentary copies.
- [ ] Total Paid includes all promotional materials.
- [ ] Total Paid includes only printed copies.
> **Explanation:** Total Paid consists of strictly paid copies, whereas Total Circulation may also include complimentary copies.
### What role does the Business Publications Audit of Circulations (BPA) play?
- [x] Verifying circulation figures for business publications.
- [ ] Designing content for periodicals.
- [ ] Regulating digital advertisement placements.
- [ ] Organizing industry conferences.
> **Explanation:** BPA verifies the circulation figures specifically for business publications, ensuring credibility.
### Can single-copy sales be part of Total Paid?
- [x] Yes, they are directly sold copies.
- [ ] No, single-copy sales are not counted.
- [ ] Only if they are promotional.
- [ ] Only if sold through a website.
> **Explanation:** Single-copy sales are a fundamental part of Total Paid, representing copies sold individually.
### Are graced copies always counted in Total Paid?
- [ ] No, they are always excluded.
- [x] Yes, if allowed by audit regulations.
- [ ] Only if they exceed a certain number.
- [ ] Only for new subscribers.
> **Explanation:** Graced copies are counted in Total Paid when allowed by specific audit regulations, extending customer service duration after expiration.
### What is the key advantage of accurate Total Paid figures for publishers?
- [ ] Reduces printing costs.
- [x] Enhances trust and transparency.
- [ ] Guarantees editorial quality.
- [ ] Ensures digital security.
> **Explanation:** Accurate reporting of Total Paid figures enhances trust and transparency, benefiting both the publishers and stakeholders.
Thank you for learning about Total Paid circulation! Your understanding of this vital metric will undoubtedly help in the fields of media analytics and advertising.
