DETERMINATION OF REACH
                                                    an example

 

In the Boston DMA, our target market is professional women 35-44 with income $40,000+. There are about 200,000 such individuals in the Boston DMA. 

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Considering Good Housekeeping as a media vehicle, we find that total circulation  in the Boston DMA = 70,000 (subscribers + single copy buyers). Of GHs total circulation in the Boston DMA, about 20,000 = our target market. Therefore, Good Housekeeping delivers a 10 REACH, since the magazine reaches 20,000 of the 200,000 professional women 35-44 earning $40,000+.

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Now, consider WCRB-FM. We find that between 7:00-8:00 a.m., there are 40,000 people listening to the station, of which 10,000 are individuals in our target audience. WCRB-FM, therefore, delivers a 5 REACH (10,000/200,000).

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How about WCVB Channel 5?  We find that there are about 180,000 households that tune in to the 6:00 p.m. news program, and about 70,000 of the viewers are women in our target market. Channel 5 delivers a 35 REACH (70,000/200,000).

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One more. The Boston Sunday Globe has a total circulation of about 300,000 in the Boston DMA. Approximately 100,000 of the Sunday Globe readers are individuals in our target audience. Therefore, the Boston Sunday Globe gives us a 50 REACH, since it is read by 100,000 of the 200,000 individuals in our target audience.

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Note: Always keep mind that reach is unduplicated audience. Using the four media vehicles above does not mean we will reach 100 percent of our target audience.