Circulation & Readership

16 November 2007

Leather International's circulation has been compiled specifically to reach - and to be read by - the key buying decision makers for tanning machinery, chemicals, materials, exhibitions and services.

The value of the magazine to its readers has always been clear from the large number of leather professionals prepared to pay for it. Leather International has more subscribers - and at a higher subscription rate - than any other international leather industry magazine.

But no magazine can guarantee market coverage by relying on subscribers alone. Leather International's subscription base has been supplemented by an ongoing programme of research to achieve optimum circulation. The result is a circulation that is both larger and more accurately targeted than ever before.

Research has shown that there are more than 10,000 tanneries worldwide, but that many of these operate in the small scale sector and are insignificant as buyers of machinery or chemicals. As in so many industries, the principle applies whereby approximately 20% of establishments account for 80%+ of output and buying power. The challenge - and opportunity - for publisher and advertiser alike is to ensure targeted coverage of the 20% that really matter.

The complete Leather International circulation database - compiled from a wide variety of sources including directories, mailing lists, suppliers' customer lists, exhibition attendees, trade association memberships, and editorial contacts - numbers over 19,000, but not all of these qualify to receive the magazine under Leather International's stringent standards.

Each month, Leather International is sent to 4,590 people – subscribers plus those selected for their purchasing influence in tanneries around the world. By status and job function, the focus is on senior general and technical management.

By country, this increasingly means focusing on the tannery growth areas in Asia and Latin America - whilst not neglecting the still substantial section of the industry located in more mature regions such as Western Europe. Leather International's circulation profile, shown below, reflects the magazine's determination to offer the biggest and best coverage in every area that matters.

Circulation profile by region

Circulation profile by region
China & SE Asia33.9%
Europe & CIS countries29.5%
C & S America17.8%
Indian sub-continent15.3%
North America1.2%

Circulation profile by status/function
Circulation profile by status/function
Production/Tech manager18%
Other director14%

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