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148Advertising MediaPASS-ALONG-READERSHIP: this factor refers to the total number of people who read the magazine
and pass it along to other readers who may not necessarily buy their own copies of the magazine. The
rate of pass-along-readership can boost the advertisement exposure, since people with similar image
will tend to share the readership of the magazine. A magazine that has a very high rate of pass-along-
readership usually possesses extensive circulation beyond the established quantity, thus increasing its
reach and coverage without an increase in the cost of advertisement.
BROADCAST MEDIA
Broadcast media can be classified into two major categories, such as:
- Radio
- Television