Dynamic Chiropractic Magazine is fairly well known in the world of media focused on health and wellness news, but you may not know the full story behind the company or their particular service offerings. For these tidbits and more, we’ll be taking an in-depth look at the history of the magazine, what publications and subscriptions are available, and then compare these results to what’s offered by Chiropractic Economics.
A Look at the History of Dynamic Chiropractic Magazine
The company behind Dynamic Chiropractic is actually MPA Media. MPA, short for Marketing, Public Relations, and Advertising, was founded in 1976 and started publishing Dynamic Chiropractic magazine in 1982. The company owns numerous mediums and platforms targeted towards different services including acupuncturists and other wellness professions. According to the MPA corporate website, MPA Media seeks to deliver “reliable information that natural healthcare providers can use to improve the care they provide their patients.”
The executive team at MPA is led by Don Peterson who has held the position of president of MPA media and publisher for Dynamic Chiropractic Magazine for more than three decades now. In addition to Dynamic Chiropractic, MPA also publishes Acupuncture Today and To Your Health.
However, publishing magazines is only one of several different services that MPA offers. From print marketing and banner advertising, to email marketing and list rental services, MPA seeks to cover a concentrated tract of services for health and wellness professionals.
Overview of Chiropractic Resources and Publications in General
In the world of chiropractic publications, there are essentially four chiropractic magazines that hold the majority of the average annual circulation totals: Chiropractic Economics, Dynamic Chiropractic, American Chiropractor, and Chiropractic Products.
- Chiropractic Economics: beyond an award-winning chiropractic magazine, Chiropractic Economics offers a whole library of curated, interactive content on their website to support DCs. From business tips, to clinical techniques, eBooks, ecourses, product directories, quizzes, and podcasts, there’s a ton of information to help advance a practice, including buyers guides and industry-defining salary, fees and other surveys.
Chiropractic Economics provides a huge host of integrated marketing and media options that help product and service providers reach the thousands of chiropractors who are eager to engage.
- Dynamic Chiropractic: one of three publications in MPA’s roundup, Dynamic Chiropractic provides resources for DCs, consumers, and advertisers. On their website, you’ll find links to the publication, reader services, newsletters, webinars, and more.
- The American Chiropractor: with over four decades in publication, the American Chiropractor is one of the oldest in the top four. Family owned and operated, this publication provides a smaller suite of services than Chiropractic Economics and Dynamic Chiropractic, choosing to focus more in the realm of print and email marketing. Their site also offers different resources for DCs that are categorized into sections including technique, features, rehabilitation, and perspective.
- Chiropractic Products: owned by Darick Publishing Company, Chiropractic Products Magazine focuses on, you guessed it, the different products used by DCs. On their site they have a buyers guide, product showcase, and also a directory of different service providers. The magazine provides a relatively small service offering among the top four, offering list rental, graphic design, and print marketing services for advertisers.
Comparing the “Big 4” when it comes to chiropractic magazines can help give you a better idea of the capabilities of each publication. Matching-up your desired level of performance for the dollars being spent takes evaluating the best options and choosing the one most suited for your unique offering.
About the Dynamic Chiropractic Publication and Subscription
Getting back to Dynamic Chiropractic, let’s review what all the publication offers and everything that comes with a new Dynamic Chiropractic subscription. Dynamic Chiropractic magazine describes itself as the “source for reliable, comprehensive news and information about the chiropractic profession.”
Everything that Goes Into a Dynamic Chiropractic Publication
Dynamic Chiropractic magazine puts out a new edition monthly and has made these editions available digitally going back as far as 1990. Comparing the last several posted editions, the total page count is around 66 pages. Looking at the latest issue that’s available digitally, there are a number of different articles, sponsored content, events and learning opportunities, and various forms of advertisement throughout the publication.
A typical issue provides articles centering around a holistic view of a DC’s practice. Topics cover a wide range of areas including:
- Business: topics like succession planning, making a profit, growing your practice and other DC business-related articles.
- Patient Care: these articles tend to focus on advancements in different techniques and products as they relate to the actual care a patient is receiving.
- IT and Data Security: articles featuring best practices in protecting patient data and running an efficient practice online.
- Marketing: everything from creating a website to expanding your digital presence with social media.
- News: different current events from the wide world of chiropractics.
As you can see, there’s quite a lot that goes into a typical issue. Relying heavily on sponsored content, the publication presents many opportunities to put a brand in front of the reader.
What Comes with a Dynamic Chiropractic Subscription
In order to get a free subscription to Dynamic Chiropractic magazine you need to be a licensed chiropractor who is practicing in the United States. Those that aren’t can still purchase a new subscription. The price for a year’s subscription (12 monthly issues) is $60 per year, which comes out to $5 per issue.
Comparing Dynamic Chiropractic and Chiropractic Economics
The best way for getting your chiropractic-related brand noticed by the right people in chiropractics is to spend advertising dollars on mediums where you are most likely to get the best results. Marketing by the numbers simply creates a greater likelihood for success. So, in comparing Dynamic Chiropractic and Chiropractic Economics, we’ll keep everything as apples-to-apples as possible by sticking with industry-preferred ratings elements including:
- Average Annual Circulation
- Average Per Issue Circulation
- Average Requested Readership Per Issue
- Facebook Likes
- Twitter Followers
- Email Distribution
- Terrestrial List
- Programmatic Reach
- Average Unique Web Visits Monthly
Average Annual Circulation
For a chiropractic magazine, this is the average number of copies that are distributed in a given year. Advertisers look to this figure in deciding which publication would be most advantageous for them to place their ads in. Keep in mind, some publications are distributed completely free while others are a requested circulation, or a paid circulation such as a newspaper subscription. When readers are willing to pay for a subscription, or request it via BPA auditing such as required by Chiropractic Economics, it generally signifies a better quality of content. The type of circulation can affect how wide the circulation is and the type of demographics reached.
Running the numbers, Chiropractic Economics has a 61% higher average annual circulation rate with 571,480 versus 354,066 for Dynamic Chiropractic.
Average Per Issue Circulation (APIC)
This follows the same premise as above just rated on a per issue basis. Based on this calculation, Dynamic Chiropractic has a slight lead with 29,506 APIC versus 28,574 for Chiropractic Economics. If you’re crunching the numbers, this represents a 3.3% gap.
Average Requested Readership Per Issue (ARRPI)
Readership is a calculation for the expected number of readers a publication has. This figure pertains to an individual edition of the publication and takes into account that multiple people under a single subscription could end up reading it. A popular DC’s office is a good example of a place where a single issue from a magazine subscription is being read by dozens or more individuals. These figures would then add to the total readership per issue of the publication.
A great way to measure the success for sponsoring content is to set a goal for average requested readership per issue of the publication. An advertiser might say they need a certain edition to reach at least 15,000 readers and the publicist can tweak the content to reach those figures.
In our comparison, Chiropractic Economics has 23,020 ARRPI while Dynamic Chiropractic did not have this information readily available. It is also important to note that Chiropractic Economics is certified as having the highest number of requested readers compared to any other BPA-audited publication serving the chiropractic community.
Facebook Likes
This feature is now ubiquitous to many as it has been out for more than a decade. Ever since Facebook invented a like button in 2009, the way users interact with brands has never been the same. Users can interact with your company’s posts and status updates which then alerts their network that they liked it. It was revolutionary because it gave the ability to support or express interest without having to leave a comment.
Looking at the comparison grid, Chiropractic Economics has a whopping 237% more Facebook likes with 15,680 compared to 4,646 for Dynamic Chiropractic.
Twitter Followers
Twitter is another social site that’s simply too big to ignore and not be engaged in. With hundreds of millions of active users, Twitter provides a huge platform for companies to interact with followers. In this comparison, Chiropractic Economics has 314% more followers at 9,263 versus 2,236 for Dynamic Chiropractic.
Email Distribution
Email distribution lists are sent to groups of recipients based on whatever categories are pertinent. For example, you could have different email lists for individuals who have signed up for multiple categories of newsletters. Chiropractic Economics holds a 23% lead in total email distribution with 65,000 versus 52,780 with Dynamic Chiropractic.
Terrestrial List
This helps advertisers utilize the huge network that publications create based on the subscribers of their content. Terrestrial list rentals entail paying a third party a fee in order to use their contact list for an agreed upon number of correspondences. You typically rent a terrestrial list where the media company reaches out to their network on your behalf. For our comparison there was a terrestrial list of 65,000 for Chiropractic Economics compared to 30,000 for Dynamic Chiropractic.
Programmatic Reach
This is the area that a publication can be expected to reach based on local, regional, or national levels. A national program is one that is widely available nationwide, such as popular magazines like Time or The New Yorker. Chiropractic Economics has a national programmatic reach while Dynamic Chiropractic did not have this information readily available.
Average Unique Web Visits Monthly
This figure pertains to a unique visitor proceeding to a website at least once in a given month. A unique visitor relates to an individual so it doesn’t increase when a previous visitor keeps coming back to the same page in a single reporting period. Average unique monthly web visits helps brands figure out the impact of their marketing activities with respect to a very important measure. Our comparison showed Chiropractic Economics as having 566,431 on average for unique web visits per month while Dynamic Chiropractic did not have this information readily available.
It All Comes Down to Exposure
All of the figures in our comparison really boil down to the single idea of maximum exposure with the right audience. Chiropractic magazines utilize their intimate knowledge of the reader and/or subscriber demographics to provide the best opportunity for gaining a particular segment. Whether it’s the average age of the reader or how many years they’ve been in practice, a publicist should know and understand how readership demographics play into the marketing strategy of chiropractic related products and services.
However, having the best numbers out there doesn’t mean much if the media company doesn’t have the capabilities to help build equity and value for advertisers. The last thing you’ll notice in our comparison is a service offering. We won’t run through all of these here but you can see that Chiropractic Economics offers the most comprehensive integrated marketing programs available for reaching chiropractors.
How to Start Your Subscription
Once you see everything that Chiropractic Economist provides, it is hard to second guess signing up for a new subscription. Whether you own your own DC practice or sell to those that do, our team is here to support chiropractic professionals with a relevant, reliable, and on-point publication. Subscribe now.
