Request publications' circulation audits (certified by ABC or BPA). Do not consider a publication that is not audited. Consider and compare the circulation numbers and geographical situation. Request the subscriber profile and determine how well it matches your strategy. Consider also the purchasing involvement of the readers.

Since a number of studies have determined a strong case for concentration (see ABP's the Case for Concentration), select one flagship media to carry the brunt of advertising.

Respected editorial leads to increased credibility of your advertisement so choose a publication has a reputation for quality editorial. Publications that offer to print your editorial if you advertise will not help build credibility in your product as the quality of the editorial is being compromised.