GLOSSY A4 DORSET MAGAZINE: Dorset Life Dorset Magazine
Front Jacket Image

Please note, where this symbol is shown it denotes unsubstantiated figures.
Scoring and overall analysis
Final Score
(based on our 5 stage analysis - see scoring - our calculations)
37/100 30/100
Advertising Inspector's comment A long-established magazine which has good levels of genuine reader interest content. Concern over sales figures for the magazine, we could find no audits or evidence of any kind to substantiate their claims. Much advertising and advertorial with comparatively low levels of reader interest type content (see bar charts lower down). Very predictable layout. Again, major concern over lack of audit verification for magazines sold.
Advertising costs
(quarter page for a year, based on their rate card)
£2,820 £2,280
Equivalent cost per month £235 £190
Cost per Advert Appearance per Page (CAAP)
This is the best indicator to real price of exposure, see here


Areas for concern CAAP could be even higher than above CAAP could be even higher than above
Magazine Circulation
Number of magazines in circulation
(quantity sold in outlets)


(figure based on 7 readers per copy - from their media opportunities figure)
Last audit date
Number of outlets
Information not available

Information not available
Area of cover Dorset Dorset
Published every: Month Month
Cover price £2.80 £3.20
Recycling returns Unstated Unstated
Page content breakdown
Calculations expressed as a percentage of total magazine content, making 100%.
Content is split into five
classes (below):



Static content

Commercially geared reader content

Genuine reader content

Green is the best, red is worst shelf-life promoters

Dorset Life

Dorset Magazine
Content quality assessment
Comments (right) are the opinion of the Advertising Inspector reviewer at the time of inspection. We accept that each magazine’s content may vary per issue of publication, but we can only perform an analysis on a single magazine which we pick indiscriminately. Rich and unique content and not too much CGRI - so, plenty for the reader with layout appearing free flow. Interesting photos and subjects covered. Fairly predictable content based mainly around business promotion, approximately having only half the genuine reader content of it's competitor (see bar chart above).
Paper & print quality
Comment Good quality paper used throughout. Stapled cover opens in a much nicer way than perfect binding. Good quality photo reproduction. Interior pages not up to the quality of its competitor, appearing much thinner. Good quality colour reproduction.
Digital Versions
Online version? Yes Yes
Instantly available online, free to read? No No
Conclusion of findings
This comment is predominantly based on detailed and factual analysis of data with a minimal subjective element in order to give a totally unbiased and fair review. The process for AI’s magazine review is a totally open one. Publishers of magazines reviewed are invited to provide corrections if they consider them relevant. Note however that we will not amend information contained within the comparison section of this website unless we’re supplied with information that can be verified with solid evidence. This is particularly relevant to print quantities and circulation as well as the publication outlet networks. Note - status for audits over 5 years out of date change from 'lack of recent audit' to 'lack of audit evidence'. An interesting magazine with much unique content - the amount of advertorial and commercially geared reader content is kept to an acceptable level. Major worry is lack of any evidenced based audit of sales figures for the magazine. Score currently suffering from lack of sales audit. A magazine containing much advertorial and advertising with very little actual genuine reader interest content. Layout and themes predictable with much of the content focused on promotion of businesses. Of major concern to any advertiser should be the lack of any evidenced based audit of sales figures for the magazine. Score currently suffering from lack of sales audit.
Issue reviewed April 2016 May 2016
Company The Dorset Magazine Ltd Archant Ltd
Initial Comparison Table Submission Date (ICTSD) (info) 13th May 2016 13th May 2016
Emailed to Editor: Joel -
MD: Lisa -
Commercial Director:
Final Response Date (FDR)(info) 27th May 2016 27th May 2016
Response from publisher? None None
Annual review May 2017 May 2017


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