23 Jul 2024


Drives & Controls stays ahead of its rivals

* Figures for Industrial Technology are based on the magazine’s 2017 ABC audit. No audit for 2018 had been published by the end of March 2019. Eureka also has 48 paid subscriptions – too few to show in the graph.

Drives & Controls once again has the largest circulation of any UK magazine in its sector, according to the latest analysis by the independent circulation auditing organisation, ABC. And, for the first time, every one of Drives & Controls’ 18,019 copies are going to readers who have asked individually to receive them.

The ABC figures for 2018 show that the number of individuals asking to receive their own copies of Drives & Controls is more than 2,000 ahead of its closest rival, and 70% of those requests have been made in the past two years. For the nearest rival, more than half of the requests were made at least two years ago.

“Drives & Controls has always invested heavily in its circulation and I am pleased to say that, highlighted on our latest ABC audit, we are 100% individually requested and still the number one magazine in the market,” says the magazine’s sales director, Damien Oxlee. “Marketing budgets are constantly being scrutinised, so making informed decision about what magazines to use has become even more paramount. Drives & Controls offers an unrivalled route to market helping to make that decision easier.”

All of Drives & Controls subscriptions are now what ABC calls “requested (individual)” – meaning that they go to specific people who have asked to receive the magazine. We no longer have any “company requests” – which ABC has renamed “requested (colleague)”  .

Many publishers boost their circulation figures by sending copies of their magazines to people who have not asked for them. Some of these are sent to people who meet ABC’s “terms of control” that define their job title or field of activity. ABC calls them “non-requested” readerships.

There are also copies whose circulation ABC does not monitor and these can be sent to anyone or any company. For some magazines, these “non-controlled” copies, together with the non-requested readerships, make up more than 90% of their circulation.

ABC also breaks down requested readerships by how recent they are. Its audits include requests that are up to five years old. The older the request, the more likely a person is to have moved on to another job or company, or even retired. For some magazines, 80% of their readership requests are older than one year.

You can find out more details about audited magazines’ circulation figures by viewing their certificates on the ABC Web site.