Average Issue Readership (AIR) is a metric used in market research to measure the number of people who read a publication, on average, during a particular period. This metric is commonly used in print media, such as newspapers and magazines, to understand the readership of a publication over time.
The AIR is calculated by dividing the total number of readers of a publication by the number of issues published during a specific period. For instance, if a magazine has a readership of 10,000 and publishes four issues in a year, the AIR for that publication would be 2,500 (10,000 divided by 4).
It is essential to note that the AIR is an average measure and may not accurately reflect the actual readership of a publication for each issue. The number of readers can vary significantly depending on factors such as the publication’s content, design, and relevance to the readers. Therefore, it is essential to supplement the AIR with other metrics, such as readership per issue or per day, to gain a more comprehensive understanding of a publication’s readership.
AIR is a valuable metric for publishers and advertisers as it helps to determine the publication’s reach and impact. Publishers use AIR to make informed decisions on editorial content and advertising rates. Advertisers, on the other hand, use AIR to evaluate the effectiveness of their ads and assess the publication’s potential for reaching their target audience.
Moreover, AIR is not limited to print media alone. It can also measure the readership of digital publications such as e-books, online magazines, and blogs. In such cases, the AIR is calculated using website traffic data or download numbers instead of the number of published issues.