Research Topics:

Media Research-General | Media Research-Print/Publication

Industry/Market Focus:

Advertising Agencies | Publishing

Content Type:

Glossary

Average Issue Readership (AIR) Definition

The average number of people who read a single issue of a newspaper or magazine.

Average issue readership, or AIR, quantifies the average number of readers who have obtained or consumed an issue of a publication during a specific time frame. Used in the media and publishing industries, the metric illustrates the reach and performance of that issue. Researchers collect circulation numbers, as well as qualitative data that measures patterns of use, in determining the AIR. 

Who relies on AIR?

AIR is used by several entities in publishing and the media. For starters, publishers use it to determine the popularity of their content and to decide future directions of their product. What’s more, advertisers use it to judge potential product exposure and determine future ad placements. Also, media agencies rely on AIR to illustrate the impact of ad placements and negotiate advertising rates.

Why should I care about AIR?

Because their readers and viewers are vital to their industry, publishers, market professionals and media products must understand AIR. It helps gauge audience response and involvement, which is vital for content creation and advertising placement and revenue.