We normally print 7,500 copies of the magazine, with a couple of issues seeing 10,000+ when extra distribution is needed (BEA, ALA, Beijing,
Frankfurt, London, Bologna, regionals, etc). We base our ad rates on two times that
number, and note that it is not uncommon for b2b magazines to boast a pass-along value of 3x the number it prints.
Because this number is on the low side compared to some other publishing trade journals, we work harder to make sure there is no readership waste and basically hand-pick the top public and school libraries across the country (read: largest buying power) and send boxes directly to the small press buyers at the chains, including B&N, Borders, Chapters, Books-a-Million, and more. Booksense also requests 500 copies for delivery
direct to their members in the "white boxes" as does the Mountains & Plains
Booksellers Association.
Finally, we try to put the magazine in the hands of international and
domestic agents and editors at larger houses who are looking for leads to
bring into their fold from the small press sector. All said, about 85% librarians,
12% bookstores, 3% publishing professionals and our parents.
You may get much higher numbers in terms of circ from other publications, but you also pay for readers you may not be interested in soliciting.