ANNUAL SEPTEMBER PENETRATION ANALYSIS

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ANNUAL SEPTEMBER PENETRATION ANALYSIS
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When Why

• Begin working on the report on October 1st
• Useful to determine your markets household
  penetration
• Useful for evaluating strength in your county

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Step 1Complete the monthly circulation report
(MCR) for September
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Step 2Use www.ilsw.com to get the Active
Residential Counts
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Be sure to pay attention to the County Codes
and only count the patrons in your county
Once you have entered all the postal patrons, a
grand total will be listed at the bottom do not
key over this formula.
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Omit postal counts for PO Boxes if you have City
Routes
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Step 3Add subscriber counts on each route using
the M2C stats
Use the Paper column, not Label column Subtract
Single Copies or NIE copies that are mailed
(189-11178) Carrier-delivered papers can use the
count in total by ZIP code without route-by-route
breakdown
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25716 2577

• Do not key over the formula
• Add up ALL PART As from the 3541s from the last
  issue of the month
• Total should equal the in-county subscribers from
  the last issue on your September MCR

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Step 4Use the LAST ISSUE of September for mail,
carrier and employee copies
Split the out-of-county mail as adjoining and
elsewhere according to the ZIPS on your stats
325220 545
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Step 5Use the AVERAGE of the LAST WEEK of
September for NIE bulk copies
Multi-frequency papers Calculate the average
for the week. Ex. Print on M-W-F Add up the 3
days and divide by 3.
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Step 6Use the MONTHLY AVERAGE of September for
Single Copies
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Helpful Hints

• Do NOT include large one-time sample copies in
  the report. They are a one-time event and do not
  show a true history of your numbers.
• The spreadsheet has formulas be careful to not
  key over these formulas.
• The figures should not vary too much from last
  years report unless a large difference can be
  explained. Ex PO condensed routes, Route 8 may
  be gone but those patrons have been distributed
  throughout Routes 1-7.

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A Few Extras to Include

• Update the of single copy outlets and the
  dealer commission at the top of the report.
• If you have a shopper, real estate guide or free
  publication, include the circulation figure.
• Make sure you are NOT double-counting mailed
  single copies or mailed NIE copies.
• Be sure that reported NIE copies are PAID for.
  We CANNOT report copies that hope to be paid.

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REMINDER

• Mailed copies, carrier copies and employee copies
  balance to the last issue of the month.
• NIE copies bulk copies balance to the average
  of the last week of the month.
• Single copies balance to the average for the
  month.

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Sending the report

• Email the Penetration Analysis along with the
  September MCR to dbaxter_at_lcni.com
• Mail or create PDFs and email the
  following 3541 for last issue in September M2C
  Stats for last issue in September 3602-R for
  last shopper in September M3C Stats for last
  shopper in September 3602 for renewals sent via
  standard mail

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DEADLINEFRIDAYOCTOBER 16th