Better Homes & Gardens offers media buyers biggest bargain while FHM is priciest, data analysis suggests

One of the most cost effective mainstream magazine media buys comes from Pacific Magazines’ Better Homes & Gardens, an analysis which combines ratecard prices with the latest audited circulations suggests.

The work was carried out by open data advocate Craig Thomler inspired by last week’s Mumbrella comment thread on the latest Audit Bureau of Circulations numbers.

Thomler created a spreadsheet linking rate card prices to ciculation to generate an estimated CPM for each title.

It should be noted that the process does allow for the fact that the quoted ad sizes are not necessarily the same size. And not all titles’ ratecards were readily available.

According to Thomler’s calculations, the cost per thousand of advertising in Better Homes and Gardens is just $23.68 for a quarter page.

This contrasts with ACP’s FHM which has a CPM for a quarter page of $121.03.

Full page prices contrast between a relatively bargain $24.50 in NewsLifeMedia’s Vogue to $193.88 for ACP’s Harpers Bazaar, according to Thomler’s data. (Edit: see comments below for potential error in calculation on Vogue)

In smaller titles, the biggest bargain to be had appears to be for niche title Earth Garden with a CPM for an eighth page mono of just $1.26.

At the opposite end of the scale, the most expensive titles all come from Yaffa Publishing with its digital titles Dance Australia, Capture and Digital Photography & Design all returning a CPM of over $350 per quarter page.


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