Mediaweek has a terrific report on the withdrawal of magazine print circulation audits by major publishers.
The common reason for the decision cited by the publishers in their individual statements was that the circulation data is no longer relevant as it fails to reflect the multi-faceted audience that the brands now have.
I’d agree that print circulation does not provide the complete masthead engagement. However, for many of us involved with magazines the print circulation, especially in terms of year on year comparison, is important. This is very true for newsagents as it is only the print product with which we connect.
Newsagents can see their own numbers. For plenty of us having access to the national print figures was helpful.