E-Marketing Professionals

Reach refers to the number of viewers or readers in the audience. For television and radio, reach is the total number of people who are exposed to an advertisement. For print media, reach has two components, circulation and passalong rate. Circulation is the number of copies sold or distributed to consumers. Passalong rate is the number of each copy is placed with another reader. For example, each copy of Newsweek is read by about six people.

Frequency is how often a medium can be used. It is greatest for newspapers, radio, and television, where ads may appear daily and advertising strategy may be easily changed. Telephone directories, outdoor ads, and magazines have the poorest frequency. A Yellow Pages ad may be placed or changed only once per year.