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An Insider's Report: Readership Figures

One of the factors to scrutinize when measuring potential ROI for sponsored opportunities, are the readership figures.

Example sponsored article invitation:

It is our pleasure to invite you to contribute to the exclusive Hong Kong chapter for Corporate and M&A.

Our international reach includes: 

  • 1,000,000 paid subscribers worldwide
  • 500,000 pageviews
  • 12,000 social media followers
  • 590,000 article views

These are impressive numbers but they are only representative of the overall numbers. It is important to ask for additional qualitative information to evaluate whether an opportunity is right for your firm.

For instance, does the readership reach your firm’s target demographic? More importantly, how relevant are these figures to the sponsored opportunity being presented.

Example questions:

Subscriber related – How many subscribers in the last year have read Hong Kong related articles? What are the demographics of these users (company name, job title, location etc.)?

Pageviews – Which specific Hong Kong articles were well read? Please provide a breakdown of the pageviews for M&A related content in Hong Kong, and the demographics.

Article views – Provide the statistics/breakdown for “ABC firm” that wrote the chapter last year.

Whether your firm is considering sponsored articles, profiles, events or webinars, the same principles should be applied when vetting an opportunity.

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