Dynamic Chiropractic | Everything You NEED to Know
Dynamic Chiropractic 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 newspaper and the publications and subscriptions that are available, then compare these results to what’s offered by others.
A Look at the History of Dynamic Chiropractic
The company behind Dynamic Chiropractic is MPA Media. MPA, short for Marketing, Public Relations, and Advertising, was founded in 1976 and started publishing the Dynamic Chiropractic newspaper in 1982. The company owns numerous mediums and platforms targeted to 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 of the Dynamic Chiropractic newspaper for more than three decades. In addition to Dynamic Chiropractic, MPA also publishes Acupuncture Today and To Your Health.
However, publishing newspapers 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 basically four that hold the majority of the average annual circulation totals: Chiropractic Economics, Dynamic Chiropractic, The American Chiropractor, and Chiropractic Products.
- Dynamic Chiropractic: One of three publications in MPA’s portfolio, 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 more than 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 such as technique, features, rehabilitation, and perspective.
- Chiropractic Products: Owned by Darick Publishing Company, Chiropractic Products magazine focuses on the various products used by DCs. On their site, they have a buyers guide, product showcase, and 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.
- Chiropractic Economics: Beyond being an award-winning chiropractic magazine, Chiropractic Economics offers an entire library of curated, interactive content on their site to support DCs. From business tips, clinical techniques, eBooks, and ecourses, to product directories, quizzes, and podcasts, there’s a wide range of information available that can help advance a practice. Chiropractic Economics provides a host of integrated marketing and media options that help product and service providers reach the thousands of chiropractors who are eager to engage.
Comparing the “big 4” when it comes to chiropractic magazines and newspapers can help give you a better idea of the capabilities of each publication. Matching your desired level of performance to the dollars being spent takes evaluating the best options and choosing the one best suited for your unique offering.
About the Dynamic Chiropractic Publication and Subscription
Let’s review what Dynamic Chiropractic offers and everything that comes with a new Dynamic Chiropractic subscription. The Dynamic Chiropractic newspaper describes itself as the “source for reliable, comprehensive news and information about the chiropractic profession.”
Everything that Goes Into a Dynamic Chiropractic Newspaper
Dynamic Chiropractic puts out a new edition each month 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. In the latest issue that’s available digitally, there are a number of articles, sponsored content, events and learning opportunities, as well as various forms of advertisement throughout the publication.
A typical issue provides articles centering around a holistic view of a DC’s practice with a broad range of topics. Here are a few examples of the types of topics covered:
- Business: succession planning, making a profit, growing your practice and other DC business-related articles
- Billing and Reimbursement: code changes, new regulations/rules, avoiding claims denials, and working with insurance
- Patient Care: clinical tips and treatment strategies to optimize patient outcomes
- Research: the latest research findings related to patient care and safety, and professional advancement
- IT and Data Security: best practices in protecting patient data and running an efficient practice online
- Marketing: creating a website, expanding your digital presence with social media, new-patient acquisition, and community outreach
- Chiropractic News: current events, health care laws and legislation, clinical guidelines, national and state chiropractic news
As you can see, a great deal of useful information is included in a typical issue. Relying heavily on sponsored content, the publication presents many opportunities to put a brand in front of readers.
What Comes with a Dynamic Chiropractic Subscription
In order to get a free subscription to the Dynamic Chiropractic newspaper, you need to be a licensed chiropractor who is practicing in the United States. Those that aren’t can purchase a new subscription. The price for a year’s subscription (12 monthly issues) is $60.00, or $5.00 per issue.
Comparing Dynamic Chiropractic and Chiropractic Economics
The best way to get your chiropractic-related brand noticed by the right people in chiropractics is to spend advertising dollars on channels 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 using 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
Advertising dollars go where advertising dollars pay.
|Average Annual Circulation|
|Average per issue ciruclation|
|Average Requested Readership per issue|
|Average Unique Web Visits Monthly*|
|Chiropractic Economics||Dynamic Chiropractic||American Chiropractor||Chiropractic Products|
|Periodicals Class Designation|
|Terrestrial List Rental|
|Social Media Marketing|
|Solo Direct Mail (Postcards, Catalogs, etc.)|
|Co-op Direct Mail|
|Custom specialty print|
|Custom Landing Page Development|
|PPC consulting and management|
|Organic Search Engine Optimization (SEO)|
|Conversion Rate Optimization (CRO)|
|Opt-in Lead Generation|
|Chiropractic Economics||Dynamic Chiropractic||American Chiropractor||Chiropractic Products|
Average Annual Circulation
For a chiropractic publication, 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 that some publications are distributed completely free while others are a paid circulation, such as a newspaper subscription. When readers are willing to pay for a subscription, 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.
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. This represents a 3.3% gap.
Average Requested Readership Per Issue (AARPI)
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 scores of individuals. These figures would then add to the total readership per issue of the publication.
A good way to measure the success of 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; 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.
This feature is now ubiquitous to many as it has been live for more than a decade. 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 networks that they liked or engaged with it. It was revolutionary because it offered 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 is another social platform that’s simply too big to ignore. With hundreds of millions of active users, Twitter provides a vast platform where companies can interact with followers. In this comparison, Chiropractic Economics has 314% more followers at 9,263 versus 2,236 for Dynamic Chiropractic.
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.
This helps advertisers utilize the large 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.
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 visiting 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 and newspapers utilize their in-depth knowledge of the reader and 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 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 Economics provides, the choice to sign up for a new subscription is easy. 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.
Dynamic Chiropractic Frequently Asked Questions
Dynamic Chiropractic newspaper focuses a lot of their articles on supporting DCs with different topics generally revolving around effective practice management. There’s articles on business-related issues, finance, IT, marketing, news and events from the wide-world of chiropractic care, and more.
With a lot of free content on the website and even a portion set up as the “consumer corner”, there is a large focus on consumers as well. This content is geared towards helping patients find chiropractors and learn about new treatments, among other resources.
Sure, many of today’s chiropractic patients are well-informed and actively seeking treatment under the care of a DC. Dynamic Chiropractic newspaper has many different articles and new product advertisements that chiropractic patients may find useful.
The Dynamic Chiropractic website features a webinars section where you can fill out a quick information form to gain access to archived webinars or reserve a space for a future webinar. You’ll also find a directory of chiropractors for consumers, free ebooks, as well as a blog.
To be peer-reviewed means to have had a panel of qualified individuals who are each recognized within the same field as the author, closely evaluating a given article. These individuals are typically recognized experts in their fields so that a work can be evaluated for both validity, as well as suitability, to be included in the publication. In chiropractic periodicals, a peer-reviewed journal piece would typically be evaluated by distinguished DCs for accuracy. Dynamic Chiropractic newspaper is not currently a peer-reviewed publication.
In order to sign up to receive the Dynamic Chiropractic newspaper, you will need to start a paid subscription plan. The subscription pricing currently listed on their site is for 12 issues delivered each month for $60.00 total. For anyone doing the math that comes to $5 for each individual issue. You can, however, avoid paying for a subscription if you are a DC who is both licensed and currently practicing. There are also other free options for Dynamic Chiropractic which are presented on their website in the form of various webinars, ebooks, and other content.
Yes you can. Dynamic Chiropractic newsletters are posted to their website for each issue. The archive is impressive, with issues for each month going as far back as 1990. From 1990 through 2012 the newspaper had 26 issues each year. From 2013 to 2015, this dropped to 24 issues per year. Then in 2016, the newspaper stopped doing a full bi-monthly subscription and over the next year dropped down to being a monthly publication for 12 total issues per year. From 2016 to present, the Dynamic Chiropractic newspaper past issues are available in 12-issue sets.
Within circulation, there’s actually two different measures to give you an idea of volume. Average annual circulation says how many issues are sent to readers each year. With this, Dynamic Chiropractic has 354,000; comparatively Chiropractic Economics has 571,480. Average per issue circulation is how many copies of a single issue get pushed out. For this circulation number, Dynamic Chiropractic and Chiropractic Economics are fairly even at 29,506 and 28,574 respectively.
The parent company of Dynamic Chiropractic newspaper, MPA Media, reports on their website certain information related to chiropractor demographics. Currently, they list that 96% of their readers are chiropractors who sell products to their patients. Their median age is 46.8 years, they have 18.3 years on average in practice, and 78%+ are solo practitioners. In a 2008 study listed on their site, MPA also reports they surveyed their readers and found that 84% received the newspaper personally addressed to them, 62% would rate it as the most thoroughly read, and 43% said they thought it was the highest readership in the profession.
MPA Media lists three markets on their website in chiropractic, acupuncture, and consumers. Within each of these segments, various users are catered to from an integrated service offering. For example, within chiropractic, the Dynamic Chiropractic newspaper will target both DCs and patients, as well as the advertisers who want to get their product in front of the right individuals.