The Doctor’s newspaper
2010 Rates and data
aBC Certified Circulation
Price 15 072
size (Excl VAT)
A4 Advert R14 700
A3 Page R18 500 specialists (as follows) 5329
A3/A4/A5 Advert DPS R27 500 - Anaesthetist 628
A5 Advert R11 500 - Cardiac & Thoracic Surgeon 75
- Cardiologist & Pulmonologist 209
Super 100 (150mm high x 62mm wide) R4 500
- Dermatologist 143
Single column cm (columns 42mm wide) R200 - ENT 267
- Gastroenterologist 60
special Positions - Upfront and back cover - Maxillo-facial 87
- Neurologist 96
A5 Advert on page 2 R15 000
- Neurosurgeon 110
Loading for remainder of News section 15% - Obs/Gyn 641
Ears on front cover (each) R6 500 - Oncologist/Radiotherapist 117
- Ophthalmologists 242
Ears on back cover (each) R4 500 - Orthopaedic Surgeons 561
- Pathologist 174
special Positions - Cardiac Medicine section - Plastic Surgeon 115
A5 Advert on Cardiac Medicine intro page R13 000 - Psychiatrist 371
- Radiologist 332
Ears on Cardiac Medicine intro page (each) R3 500 - Specialist Physician, etc 523
- Surgeon 408
Other - Urologist 170
Loose inserts (up to 4 sides A4) R12 500
Key Hospital staff 1109
Run-ons (per 1000) R2 500 (includes managers, matrons, theatre matrons,
charge sisters, ICU sisters, maternity sisters,
pharmacy managers, infection control sisters)
Material specs (mm height x width)
Medical Industry VIPs 1534
A5 A4 A3 * Each issue’s circulation is customised from this breakdown
Trim: 200 x 141 293 x 207 420 x 280 depending on editorial content
Type area: 180 x 121 273 x 187 390 x 250
Bleed: 210 x 151 303 x 217 426 x 286 editorial Policy: Keep it Light and Bright
note: digital material only ie, Hi-res PC tIFFs or JPGs - CMYK or Medical Chronicle is a bright, newsy A3 format
print-ready PdFs. paper. It is edited to appeal to GPs and specialists
in private practice as well as to key personnel in
DEaDlinEs Known as the doctors’ newspaper, Chronicle
advertising material: 20th of month preceding publication. has been a favourite with doctors for 45 years.
Editorial: 5th of month preceding publication. Articles are informative, lively and varied.
Your Contacts at Wilbury & Claymore
Tel: 011-787- 4969 Fax: 011-787-1819 Email: chronicle@wilbur y.co. za ads to: peter@wilbur y.co. za
Dick White Cell: 082-896-1813 firstname.lastname@example.org Peter van Dyk Cell: 082-555-9611 email@example.com
Cindy Riederer Cell: 082-492-0229 firstname.lastname@example.org Merinda de Kocks Cell: 084-611-5632 email@example.com
Chantal adlard Cell: 082-717-9051 firstname.lastname@example.org Bonney Cinnamond Cell: 082-338-2258 email@example.com
The Doctor’s newspaper
some Compelling Reasons to advertise in Medical Chronicle
no 1: sa’s Best loved Medical Publication of medicine and doesn’t fit easily into
Medical Chronicle is far and away the no 4: The Doctor’s Favourite the editorial format of other medical
favourite read of sa’s medical practitioners Chronicle is the favourite read of sa’s private publications.
according to a 2009 survey conducted practice GPs and specialists.
by Parnters in Research, an independent These are some of the reasons they give for no 8: Top Editorial Team
research company. liking it: Many medical publications in south
This newspaper was rated ‘publication most “as a specialist i need to know of africa reprint articles from their parent
enjoyed’ by an overwhelming majority of developments in areas of medicine beyond magazines overseas. Chronicle is different.
doctors polled (see table below). Eight titles my own. i get that from Medical Chronicle.” We have a team of medical writers, some
were surveyed. “Your news section is relevant, current and on staff and some freelancers, whose
well written; it keeps me up-to-date.” under standing of local south african
“i always find something interesting medical matters and the health industry is
Publication Enjoyed Most in Chronicle. it is indeed a top class second to none.
no of Respondents publication.” They understand that healthcare is a
Medical Chronicle 103 “The back page is my favourite. Especially business and that money is close to the
the Doctor’s Voice column, it reflects my own hearts of almost all doctors. Our editors
CME 26 views.” move around the sa private health
Update 26 “it contains a mass of very useful industry, looking for news and controversy,
Modern Medicine 24 information, i don’t want to miss a single and write up stories. You’ll have found
saMJ 23 issue!” that the news pages of Chronicle are
specialist Forum 10 a goldmine of information about the
no 5: sa’s Foremost source of Health industry.
industry news We also understand the clinical side of the
What’s new Doc 3 Each issue of Chronicle starts with an industry. some examples: we can effectively
The research was conducted among a sample extensive and comprehensive news section write up a clinical trial; we can research and
of 270 respondents (100 GPs, 100 specialists crammed with clinical developments, source material that presents your product
and 70 key hospital staff). industry news, health politics and the latest in a favourable light; we don’t miss the
trends from sa and overseas. point with clinical articles or use the wrong
The news we carry sets the agenda for terminology; and we write clearly and
discussion in our industry, making Chronicle simply, so the doctors enjoy reading the
no 2: Tell your story … Your Way unique among sa’s medical publications and articles. all this muscle is available to you
When you buy space in Chronicle you can enduringly popular with readers. when you choose Chronicle.
use it for advertising or editorial in any
combination you desire. no 6: Constantly Researched Circulation no 9: Circulation
This gives you the opportunity to present Wilbury & Claymore, the publishers of Wide reach: Well over 15 000 distributed
your own story in the format, and using Medical Chronicle, continually phones to private practice GPs (5700), specialists
the wording, you choose. Of course our practitioners and hospitals to compile and (5300), pharmacists (2200), key hospital
professional writers are available to help update its commercially available databases. personnel (1100) and ViPs (1500).
prepare or polish articles. Every record in these databases has been a common misconception is that Chronicle
Popular and successful approaches include: updated within the last year and over 60% is a GP only journal. it is, in fact, the only
• ommission an opinion leader to write have been updated within the last six journal that goes to GPs and specialists in
about clinical developments that involve months. private practice on a monthly basis.
your goods The circulation list for Chronicle is drawn With Chronicle you can reach your whole
• aunch a new product, giving features and from these same databases. market with one publication.
• et maximum exposure for your parties, no 7: specialised Forums no 10: Twice as large an audience - Certified
workshops, conferences or other events by Chronicle runs a number of regular ‘Forums’. Figures certified by aBC, the audit Bureau
publishing a photo-spread of the event and These are sections of the newspaper where of Circulations reveal that Chronicle reaches
visitors a panel of top specialists focuses on a about twice as many readers as most other
• isseminate the results of recent drug trials particular topic. leading medical publications.
We encourage the writers to pitch their
no 3: Reader Friendly Editorial articles so that they explain their subject to Here are the aBC figures for the period
Chronicle is a bright, newsy paper. it is edited GPs and those less well informed. so they are Oct-Dec 2009:
to appeal to GPs and specialists in private writing specialist to GP rather than specialist Medical Chronicle 15 072
practice and to key personnel in private to specialist.
SAMJ 14 388
hospitals. Chronicle already runs monthly
Known as the doctor’s newspaper, Chronicle forums for cardiac medicine, oncology, CME 10 849
has been a favourite with doctors for over gastroenterology, HiV, women’s health and Modern Medicine 5 936
40 years. articles are informative, lively and pain. Update 5 892
varied. The paper does not carry CPD articles, We can initiate other forums to suit your
SA Family Practice 4 593
but gives preference to short items that requirements - particularly useful if your
product serves a very specialised field What’s New Doc and Specialist Forum’s
doctors enjoy because they are reader-friendly.
circulation figures are unaudited.
The Doctor’s newspaper
10 Reasons to advertise
1. advertising establishes contact: 7. advertising helps close the sale:
Consumers prefer to learn more about products and advertising builds traffic, provides incentives for acting
services through advertising. advertising is a preferred now, provides links to websites, coupons and toll free
method of introducing people to products and services numbers all of which can close the sale directly. advertising
and converting wants into needs. advertising cultivates keeps them sold. advertising reinforces good decisions and
new prospects. advertising builds awareness. Before creates the best prospects for future sales. it costs less
exposure to advertising only one in five buyers is aware of to keep a customer than to find a new one.
a company and/or its products. as awareness increases, 8. advertising saves time for both you and your
buyers are more likely to consider purchasing that specific customers:
product. Customers believe advertising saves them time and money
2. advertising builds preference: in comparison to shopping. Therefore the customer who
Consumers believe that buying a familiar brand has been exposed to advertising is closer to making an
usually guarantees approval (81% according to informed decision, saving you time and money.
simmons Research) while buying unfamiliar brands is 9. advertising keeps you top of mind:
risky (82% according to simmons). Brand preference For most product categories, fewer than 4% buy a
is directly impacted by the advertising investment. particular general merchandise product in a given week.
advertising is a proven means of raising a brand’s about half of this 4% buy an item within a week of deciding
reputation and preference level. to make the purchase. seventeen percent tend to make
3. advertising educates and develops impulse purchases, while twice that many (35%) like to shop
prospects: around before making a decision. Once the decision to
Consumers prefer to learn more about products through buy is made, the consumer relies heavily on advertising
advertising. advertising becomes the knowledgeable to help him/her decide where to buy.
salesperson missing from many stores today. advertising 10. advertising works!
turns wants into needs. advertising helps educate and Millions of manufacturers, retailers, service businesses,
it differentiates benefits from features. and individuals advertise every day. Over and over
4. advertising reduces cost of sales: again. Because it works.
in a world with fewer knowledgeable salespersons, Finally...
advertising reduces direct selling costs. While an advertisement in consumer magazines reaches
Knowledgeable customers often know exactly what potential purchasers individually, a pharmaceutical
they want to buy, reducing the time needed to sell to advertisement viewed by one doctor could result in
them. it costs about one-fifth as much to retain and dozens or hundreds of drug purchases, especially if the
sell to an existing customer as it does sell to a new one. drug is used over the long term. although doctors believe that
advertising is a tool for selling to existing customers they prescribe based on impartial evidence, advertising has
more and reducing costs of sales. been shown to increase prescriptions for targeted drugs in a
5. advertising helps sell existing customers dose-related manner even when other promotional efforts are
more products and services: held constant.
nine out of 10 buyers continue to look at the vendor’s sources:
ads after making the purchase. advertising reassures How america shops and spends. Wsl shopping.
Retail. Penton Media, industry inquiry Trends #329.
buyers that they have made a good decision. laboratory of advertising Performance Report 5012. 1 and McGraw Hill.
6. advertising is an effective sales tool: The Changing Dynamic of Buyer Response to advertising, Chitton
seven out of 10 salespeople surveyed said they use ad newspaper association of america, 1921 Gallows Road, suite 600, Vienna, Va
reprints as a selling tool. 22182 703.902.1600.