b'Lead AngleVERY THANKFULT hanks to you, our audience, Cuttingof sending spam via email. I say this with Tool Engineering is now the No. 1 mosta bit of a wink because mail is legal and requested magazine in the metalworkingemail spam is not. But the value of most industry. unrequested mailelectronic or printis As our June 2022 BPA Worldwideso low that we call it junk mail.circulation audit report shows, 64,302 of youStill, as long as a publisher reports how have requested a subscription to CTE in themuch of its magazine circulation is based on preceding six months. Thats about 20% morerequested subscriptions versus unrequested, than our competitors reported. theres nothing illegal about it. There is, after According to Junes BPA circulation auditall, always a chance that a publisher could report for Manufacturing Engineering, theconvert some unrequested subscriptions into magazine produced by SME, 52,078 of itsactual subscribers.readers have requested a subscription. TotalWhile publishers that utilize the services of circulation reported for ME was over 90,000,BPA Worldwide do so voluntarily, publishing a which includes more than 38,000 unrequestedperiodicals statement of ownership once a year subscriptions. More on that in a moment. is required by the Postal Service. Its one way Meanwhile, Modern Machine Shop,to keep the playing field level for all publishers. which no longer utilizes BPA WorldwideWithout such reporting, there would be no way to perform circulation audits, reportedto verify a magazines circulation.that slightly less than 52,000 of its readersBPA Worldwide, in fact, is an independent requested a subscription. MMS reported thisbody originally created by advertisers, information in its November issue as partad agencies and the media industry to of the magazines statement of ownership,audit audience circulation claims made which is required by the U.S. Postal Service forby publishers. Advertisers dont base ad periodicals delivered through the mail. Totalpurchasing decisions solely on reaching the circulation for MMS was reported at a littlelargest possible audiencethey want to more than 84,000, which includes more thanknow they are reaching the largest, most 32,000 unrequested subscriptions. engaged audience possible.Now, about those unrequestedI mention this to youour readerssubscriptions. While it is perfectly acceptablebecause you are now part of the largest, for a publisher to send its magazine throughmost engaged audience in the metalworking the mail to someone who did not directlyindustry. Thank you for sticking with us.CTErequest a subscription, CTE has not taken that path for a couple of reasons. First, we know that the true strength of a periodicalsabout the author audience is measured by the number ofDennis Spaeth is CEO and direct-request subscribers. Second, mailing apublisher of CTE. Contact him magazine to someone who didnt request aat 847-714-0176 or dspaeth@subscription is, in our opinion, the equivalentctemedia.com.ctemag.com/cteguide.com3LeadAngle.indd 3 11/16/22 3:36 PM'