MAGAZINE
Publisher’s Statement
Six months ended December 31, 2012
Subject to Audit
Field Served: SCIENTIFIC AMERICAN speaks to an audience comprised of public- and
private-sector opinion leaders, business decision-makers and financiers, academics and
researchers, and influential citizens, who recognize the impact emerging science and innovation have on the ways we live and work.
Published by Scientific American, a division of Nature America, Inc.
Frequency: 12 times/year
1.
TOTAL AVERAGE PAID & VERIFIED CIRCULATION
Average
for the
Statement
Period
%
Rate Base
Above
(Below)
% Above
(Below)
450,000
23,008
5.1
Paid & Verified Circulation: (See Par. 6)
Subscriptions:
Paid
Print
Digital (Replica)
Total Paid Subscriptions
Verified
Print
Total Verified Subscriptions
2.
377,459
14,556
392,015
79.7
3.1
82.8
23,000
23,000
4.9
4.9
Total Paid & Verified Subscriptions
Single Copy Sales
Print
Digital (Replica)
Total Single Copy Sales
415,015
87.7
57,476
517
57,993
12.2
0.1
12.3
Total Paid & Verified Circulation
473,008
100.0
PRICES
Average Single Copy
Subscription
Average Subscription Price Annualized
(12 issue frequency)
Average Subscription Price per Copy
(1) For the Statement period
(2) Represents subscriptions for the 12 months ended June 30, 2012.
Suggested
Retail Prices (1)
$5.99
$34.97
Net
Average Price (2)
Gross (Optional)
$28.47
$2.37
04-1050-0
48 W. Seegers Road • Arlington Heights, IL 60005-3913 • T: 224.366.6939 • F: 224.366.6949 • www.auditedmedia.com
3.
PAID & VERIFIED CIRCULATION BY ISSUE OF PRINT AND DIGITAL REPLICA
Paid Subscriptions
Issue
July
Aug.
Sept.
Oct.
Nov.
Dec.
4.
Print
376,567
384,475
380,635
377,834
381,486
363,755
Verified Subscriptions
Digital
(Replica)
Total
Paid
Subscriptions
13,416
14,236
14,133
14,728
15,109
15,715
389,983
398,711
394,768
392,562
396,595
379,470
Print
23,000
23,000
23,000
23,000
23,000
23,000
Single Copy Sales
Total
Verified
Subscriptions
Total
Paid &
Verified
Subscriptions
23,000
23,000
23,000
23,000
23,000
23,000
412,983
421,711
417,768
415,562
419,595
402,470
Print
53,729
69,250
48,324
65,435
45,179
62,936
Digital
(Replica)
565
553
747
636
602
Total
Single Copy
Sales
53,729
69,815
48,877
66,182
45,815
63,538
Total
Paid &
Verified
Circulation
Print
453,296
476,725
451,959
466,269
449,665
449,691
Total
Paid &
Verified
Circulation
Digital
(Replica)
13,416
14,801
14,686
15,475
15,745
16,317
Total
Paid &
Verified
Circulation
466,712
491,526
466,645
481,744
465,410
466,008
AVERAGE CIRCULATION BY REGIONAL, METRO & DEMOGRAPHIC EDITIONS
None
5.
TREND ANALYSIS
2008
Subscriptions:
Paid
Verified
Total Paid & Verified Subscriptions
Single Copy Sales
Total Paid & Verified Circulation
Year Over Year Percent of Change
Avg. Annualized Subscription Price
%
519,364 83.2
6,834
1.1
526,198 84.3
98,042 15.7
624,240 100.0
3.2
$25.19
2009
%
469,775 77.8
41,875
6.9
511,650 84.7
92,146 15.3
603,796 100.0
-3.3
$27.04
Page 2 of 6 • 04-1050-0
Alliance for Audited Media
2010
%
390,405 80.7
8,000
1.7
398,405 82.4
85,284 17.6
483,689 100.0
-19.9
$28.68
2011
%
391,736 80.9
23,000
4.8
414,736 85.7
69,325 14.3
484,061 100.0
0.1
$28.56
2012
%
395,651 82.5
23,000
4.8
418,651 87.3
61,000 12.7
479,651 100.0
-0.9
$28.47
6.
SUPPLEMENTAL ANALYSIS OF AVERAGE PAID & VERIFIED CIRCULATION
The following averages, as reported below, are included in Par. 1 and annotated here per applicable rules. See Par. 9 for full explanation.
Print
Average for
Period
PAID SUBSCRIPTIONS
Individual Subscriptions*
Award Point*
Partnership:
Deductible*
Sponsored Sales
TOTAL PAID SUBSCRIPTIONS
10,130
170
377,459
VERIFIED SUBSCRIPTIONS
Public Place (See Par. 6A)
TOTAL VERIFIED SUBSCRIPTIONS
TOTAL PAID & VERIFIED SUBSCRIPTIONS
SINGLE COPY SALES
Single Issue Sales
TOTAL SINGLE COPY SALES
TOTAL PAID & VERIFIED CIRCULATION
Digital
(Replica)
Average for
Period
337,549
29,610
14,556
Total
% of
Circulation
352,105
29,610
74.4
6.3
14,556
10,130
170
392,015
2.1
0.0
82.8
23,000
23,000
400,459
14,556
23,000
23,000
415,015
4.9
4.9
87.7
57,476
57,476
457,935
517
517
15,073
57,993
57,993
473,008
12.3
12.3
100.0
*Included in Average Price calculation
6A. ADDITIONAL ANALYSIS OF VERIFIED PUBLIC PLACE
The following represents the average public place copies made available during the statement period to the following public areas:
Verified Subscription:
Public Place
Doctor/Health
Care
Transportation Personal Care Automotive
Providers
Outlets
Salons
Outlets
13,070
8,000
1,364
Business/
Professional
Services
460
106
6B. ADDITIONAL ANALYSIS OF VERIFIED INDIVIDUAL USE
The following represents the average individual use copies made available during the statement period to the following individuals:
None
Page 3 of 6 • 04-1050-0
Alliance for Audited Media
Other
Total
Public Place
Copies
23,000
7.
GEOGRAPHIC DATA for the August 2012 issue
Total paid & verified circulation of this issue was 3.9% greater than the total average paid & verified circulation.
VERIFIED
SUBSCRIPTIONS
PAID SUBSCRIPTIONS
State
Alabama
Arizona
Arkansas
California
Colorado
Connecticut
Delaware
District of Columbia
Florida
Georgia
Idaho
Illinois
Indiana
Iowa
Kansas
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
New York
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Rhode Island
South Carolina
South Dakota
Tennessee
Texas
Utah
Vermont
Virginia
Washington
West Virginia
Wisconsin
Wyoming
TOTAL 48 CONTERMINOUS STATES
Alaska
Hawaii
TOTAL ALASKA & HAWAII
U.S. Unclassified
TOTAL UNITED STATES
Poss. & Other Areas
U.S. & POSS., etc.
CANADA
Alberta
British Columbia
Manitoba
New Brunswick
Newfoundland/Labrador
Northwest Territories
Nova Scotia
Nunavut
Ontario
Prince Edward Island
Quebec
Saskatchewan
Yukon Territory
Canadian Unclassified
TOTAL CANADA
International
Other Unclassified
Military or Civilian Personnel Overseas
GRAND TOTAL
Print
Digital
(Replica)
Total
Paid
Subscriptions
3,042
7,708
1,545
58,302
10,294
6,037
1,089
1,597
16,705
6,781
1,897
14,703
5,149
2,883
2,743
2,541
2,329
2,174
10,172
13,728
10,524
7,706
1,133
5,372
1,535
1,650
2,559
2,614
11,380
3,469
25,054
7,965
559
10,764
2,470
8,263
14,517
1,331
3,053
678
4,521
19,908
2,994
1,534
12,521
14,445
1,154
6,755
756
358,603
83
206
48
2,191
316
218
31
74
580
234
44
471
154
74
64
62
76
56
368
489
290
208
30
216
23
45
74
82
422
124
1,035
209
12
272
80
209
432
34
94
18
145
811
85
45
455
418
20
146
20
11,893
3,125
7,914
1,593
60,493
10,610
6,255
1,120
1,671
17,285
7,015
1,941
15,174
5,303
2,957
2,807
2,603
2,405
2,230
10,540
14,217
10,814
7,914
1,163
5,588
1,558
1,695
2,633
2,696
11,802
3,593
26,089
8,174
571
11,036
2,550
8,472
14,949
1,365
3,147
696
4,666
20,719
3,079
1,579
12,976
14,863
1,174
6,901
776
370,496
1,353
1,645
2,998
56
70
126
1,409
1,715
3,124
361,601
744
362,345
12,019
47
12,066
373,620
791
374,411
2,868
3,812
674
271
134
28
515
8
10,621
55
2,062
615
28
178
210
26
18
8
1
28
Print
SINGLE COPY SALES
Total
Verified
Subscriptions
Total
Paid &
Verified
Subscriptions
Print
Digital
(Replica)
Total
Paid &
Total
Verified
Single Copy Circulation
Sales
Print
Total
Paid &
Verified
Circulation
Digital
(Replica)
Total
Paid &
Verified
Circulation
3,125
7,914
1,593
64,495
10,610
6,679
1,233
1,726
17,285
7,477
1,941
16,647
5,303
2,957
2,807
2,603
2,405
2,230
10,967
15,235
10,814
7,914
1,163
5,588
1,558
1,695
2,633
2,748
13,842
3,593
36,304
8,174
571
11,036
2,550
8,472
15,688
1,365
3,147
696
4,666
21,926
3,079
1,579
13,749
14,863
1,174
6,901
776
393,496
371
1,528
275
7,842
1,553
787
177
385
2,652
2,951
170
3,030
942
379
342
553
492
287
1,078
1,841
1,576
1,012
260
872
284
369
734
372
2,079
250
4,218
789
115
1,770
417
859
2,802
232
311
80
698
3,798
457
151
1,636
1,846
224
896
76
56,818
371
1,528
275
7,842
1,553
787
177
385
2,652
2,951
170
3,030
942
379
342
553
492
287
1,078
1,841
1,576
1,012
260
872
284
369
734
372
2,079
250
4,218
789
115
1,770
417
859
2,802
232
311
80
698
3,798
457
151
1,636
1,846
224
896
76
56,818
3,413
9,236
1,820
70,146
11,847
7,248
1,379
2,037
19,357
10,194
2,067
19,206
6,091
3,262
3,085
3,094
2,821
2,461
11,677
16,587
12,100
8,718
1,393
6,244
1,819
2,019
3,293
3,038
15,499
3,719
39,487
8,754
674
12,534
2,887
9,122
18,058
1,563
3,364
758
5,219
24,913
3,451
1,685
14,930
16,291
1,378
7,651
832
438,421
83
206
48
2,191
316
218
31
74
580
234
44
471
154
74
64
62
76
56
368
489
290
208
30
216
23
45
74
82
422
124
1,035
209
12
272
80
209
432
34
94
18
145
811
85
45
455
418
20
146
20
11,893
3,496
9,442
1,868
72,337
12,163
7,466
1,410
2,111
19,937
10,428
2,111
19,677
6,245
3,336
3,149
3,156
2,897
2,517
12,045
17,076
12,390
8,926
1,423
6,460
1,842
2,064
3,367
3,120
15,921
3,843
40,522
8,963
686
12,806
2,967
9,331
18,490
1,597
3,458
776
5,364
25,724
3,536
1,730
15,385
16,709
1,398
7,797
852
450,314
1,409
1,715
3,124
529
207
736
529
207
736
1,882
1,852
3,734
56
70
126
1,938
1,922
3,860
396,620
791
397,411
57,554
0
57,554
57,554
57,554
442,155
744
442,899
12,019
47
12,066
454,174
791
454,965
3,046
4,022
700
289
142
29
543
8
11,173
58
2,235
640
29
2,114
2,535
441
122
53
27
287
2,114
2,535
441
122
53
27
287
4,372
39
609
391
31
4,372
39
609
391
31
4,982
6,347
1,115
393
187
55
802
8
14,993
94
2,671
1,006
59
178
210
26
18
8
1
28
552
3
173
25
1
3,046
4,022
700
289
142
29
543
8
11,173
58
2,235
640
29
552
3
173
25
1
5,160
6,557
1,141
411
195
56
830
8
15,545
97
2,844
1,031
60
21,691
1,223
22,914
22,914
11,021
11,021
32,712
1,223
33,935
439
912
35
912
474
912
474
675
565
675
1,114
1,477
35
1,477
1,149
384,475
14,236
398,711
421,711
69,250
69,815
476,725
14,801
491,526
4,002
4,002
424
113
55
424
113
55
462
462
1,473
1,473
427
1,018
427
1,018
52
2,040
52
2,040
10,215
10,215
739
739
1,207
1,207
773
773
23,000
23,000
23,000
23,000
23,000
23,000
23,000
23,000
Page 4 of 6 • 04-1050-0
Alliance for Audited Media
565
565
ANALYSIS BY ABCD COUNTY SIZE for the August 2012 issue
U.S.
CANADA
Data for conterminous 48 states.
Total
Total
Paid & Verified
Paid & Verified Circulation
Total
County % of U.S. Circulation
Digital
Paid & Verified % of Total
(Replica)
Circulation Circulation
Size Households
Print
A
B
C
D
40
30
15
15
230,433
122,974
52,825
32,189
6,673
3,249
1,347
624
237,106
126,223
54,172
32,813
Index
(% of
Circulation/
% of
Households)
52.7
28.0
12.0
7.3
132
93
80
49
Total
Total
Paid & Verified
% of
Paid & Verified Circulation
Total
County Canadian Circulation
Digital
Paid & Verified % of Total
(Replica)
Circulation Circulation
Size
Population
Print
A
B
C
D
48
28
14
10
19,354
8,815
3,042
1,501
827
276
80
40
20,181
9,091
3,122
1,541
Index
(% of
Circulation/
% of
Population)
59.5
26.8
9.2
4.5
124
96
66
45
County Size Group Definitions by the A.C. Nielsen Company
8.
ANALYSIS OF TOTAL NEW AND RENEWAL PAID INDIVIDUAL SUBSCRIPTIONS
Total gross subscriptions (new and renewal) sold in the six month period ended December 31, 2012
A. DURATION
(a) One to six months (1 to 6 issues) ..............................
(b) Seven to eleven months (7 to 11 issues)...................
(c) Twelve months (12 issues) ........................................
(d) Thirteen to twenty-four months..................................
(e) Twenty-five months and more ..................................
18,240
212
157,793
11,516
10,726
%
9.2
0.1
79.5
5.8
5.4
Total Subscriptions Sold in Period .............................
198,487
100.0
B. USE OF PREMIUMS
(a) Ordered without premium ..........................................
(b) Ordered with material reprinted from this
publication, See Par. 9 ..........................................
(c) Ordered with other premiums, See Par. 9 .................
Total Subscriptions Sold in Period .............................
9.
134,853
68.0
56,061
7,573
28.2
3.8
198,487
100.0
C.CHANNELS
(a) Ordered by subscriber action via direct mail, direct
mail agents, inserts, online, renewals, catalogs, or
other outlets available to the subscribers.............
(b) Ordered by subscribers in response to unsolicited
telemarketing and door to door selling.................
(c) Ordered by subscribers in response to fund-raising
programs of schools, churches, and other similar
organizations........................................................
(d) Subscriptions as part of membership in an organization .......................................................................
Total Subscriptions Sold in Period ............................
%
188,144
94.7
305
0.2
10,038
5.1
198,487
100.0
EXPLANATORY
(a) Suggested Retail Prices: Subscriptions: U.S., 2 yrs. $64.00, 3 yrs. $88.00; Canada,
1 yr. $49.00, 2 yrs. $90.00, 3 yrs. $123.00.
(b) Average non-analyzed non-paid circulation for the 6 month period:
copies per issue.
(c) Post expiration copies: None.
9,466
(d) DESCRIPTION OF DIGITAL (Replica) - The Digital Edition is an exact replica of
the print product in format and advertising content. The Digital Edition is available at
www.sciamdigital.com.
(e) Award Point Subscription Sales: The average of 29,610 copies per issue, shown in
Par. 6 and included in Par. 1, represents copies served to subscribers in exchange for
the redemption of Airline Frequent Flyer Miles. These subscriptions were sold at 24
issues for $30.00 in exchange for the redemption of 1,200 points at the rate of 2.5¢
per mile.
(f) Partnership Subscription Sales (Deductible): The average of 10,130 copies per issue, shown in Par. 6 and included in Par. 1, represents copies sold in a partnership
relationship wherein this publication was bundled with the purchase of a Kaplan MCAT
Prep Course. Purchasers were advised that $10.00 of the sales price was allocated
for a 5 issue subscription to this publication.
(g) Sponsored Subscription Sales, The average of 170 copies per issue shown in Par.
6, and included in Par. 1, represents individually addressed copies purchased for the
business concerns in quantities of 11 or more. Subscriptions are delivered to private
residences or business offices and intended for the personal consumption of the addressee.
(h) Verified Subscription Sales: The average of 23,000 copies per issue, shown in Par.
6 and included in Par. 1, represents copies purchased by a major airline and a private
business concern.
(i) Use of Premiums: “Majestic Universe,” “Selections on Evolution,” “Your Sexual
Brain,” “Our Universe and Beyond,” “Nobel Prize Winning Authors, Volume I,” “Nobel
Prize Winning Authors, Volume II,” “Nobel Prize Winning Authors, Volume III,” “Parallel
Universe,” “Energy’s Future,” and “World Changing Ideas,” with no advertised or stated values, were offered with 1 yr. subscriptions sold at $19.97, $24.97 and $34.97
(U.S.); $49.00 (Canada); 2 yr. subscriptions sold at $64.00; 3 yr. subscriptions sold at
$88.00.
A flash drive, with a value of $7.95 and an umbrella, with a value of $3.25, were offered
with 1 yr. subscriptions sold at $24.95. A “2012 Space Views from the Hubble Telescope” calendar, with a value of $7.95, was offered with 1 yr. gift subscriptions sold at
$19.97, $24.97 and $34.97 (U.S.); $49.00 (Canada).
Page 5 of 6 • 04-1050-0
Alliance for Audited Media
10. VARIANCE
Latest released Audit Report for 12 months ended June 30, 2011; Variation from Publisher’s Statements
Audit Period
Ended
Rate Base
(Paid & Verified)
Audit Report
(Paid & Verified)
06-30-11
450,000
479,319
06-30-10
(a)
548,364
06-30-09
575,000
606,947
06-30-08
(b)
631,719
06-30-07
555,000
598,175
(a) Effective 07/01/10 changed from 575,000 to 450,000
(b) Effective 07/01/07 changed from 555,000 to 575,000
Publisher’s
Statements
(Paid & Verified)
Difference
(Paid & Verified)
477,590
544,452
609,219
627,258
593,245
1,729
3,912
-2,272
4,461
4,930
Percentage
of Difference
(Paid & Verified)
0.4
0.7
-0.4
0.7
0.8
We certify that to the best of our knowledge all data set forth in this Publisher’s Statement are true and report circulation in accordance with Alliance for
Audited Media’s Bylaws and Rules.
Parent Company: Nature America, Inc.
SCIENTIFIC AMERICAN, published by Scientific American, a division of Nature America, Inc. • 75 Varick Street • New York, NY 10013
CHRISTIAN DORBANDT
MICHAEL FLOREK
Managing Director, Consumer Marketing
Executive Vice President
P: 212.451.8200 • F: 212.355.0408 • URL: www.sciam.com
Page 6 of 6 • 04-1050-0
Alliance for Audited Media
Copyright © 2013
All rights reserved.
Date Signed: January 31, 2013
Established: 1845
AAM Member since:1988
04-1050-0
Analyzed Issue Date
Analyzed Issue Text (for double month issue date)
Average Single Copy Price
Association Subscription Price
U.S. Subscription Price
Canadian Subscription Price
International Subscription Price
08/01/12
5.99
34.97
49.00