The American Chiropractor | Compare The American Chiropractor Magazine & Subscription
The American Chiropractor has been in circulation for several decades and offers a wide array of original and sponsored content, as well as digital resources for subscribers. Advertisers are offered a number of opportunities to place their products and services in front of The American Chiropractor’s viewership.
So, how do you compare one chiropractic publication to another? We’ll show you how we ran a head-to-head analysis among the best in the business to see who holds top marks in the rankings and provides the most services to support the chiropractic practice.
The History of The American Chiropractor Magazine
The American Chiropractor magazine was founded in 1978 as an overarching media production company. Listed as a small company headquartered in Miami, Florida, The American Chiropractor has a broad product portfolio.
According to their social media pages, their branded email is delivered to more than 25,000 chiropractors each month and The American Chiropractor magazine reaches an estimated 50,000 chiropractors each month. The media production company also produces another trade journal called The Chiropractic Assistants.
The present leadership team is representative of a family owned and operated business. The company is headed by Publisher Jaclyn Busch Touzard, who has held this position for more than 25 years.
What’s Included In The American Chiropractor Subscription & Magazine
Within a typical The American Chiropractor issue, you’ll find some common elements such as feature articles, interviews with DCs, sponsored content, clinical-focused articles, special sections like the “coaches corner,” current events, research reviews, technique, and a Yellow Pages-type directory. The American Chiropractor’s website also features many different digital articles on a wide array of chiropractic practice-related topics.
You can receive a free subscription to the print edition with an accepted application, which includes providing licensing information for verification. On the subscription page of The American Chiropractor magazine, the publisher notes that they have the right to reject any unqualified applicants.
A Closer Look at the US Geographical Distribution for The American Chiropractor
The distribution shown on the annual audit report for The American Chiropractor produces some interesting figures. For one, the bulk of the distribution—one-fifth of total distribution—for The American Chiropractor is in an area described as the “South Atlantic,” which comprises states from Delaware to Florida. Close to being a three-way tie, the next three areas all hold close to 15% of the total distribution: the Mid-Atlantic, E.N. Central, and Pacific.
Together, the above areas represent 80% of the magazine’s total distribution. While the magazine is distributed nationwide, the limited distribution in some areas resembles a regionalized programmatic reach rather than national.
The American Chiropractor vs Chiropractic Economics
A side-by-side comparison can show you exactly what is offered between two choices and how they measure up. At Chiropractic Economics, we’ve never been reticent to run the numbers because that’s exactly what we provide with each and every issue—a thoughtful, measured publication that serves the chiropractic community at large.
In our head-to-head comparison, we ran through some of the most common ratings elements you’ll find for media companies. The results and our methodology appear below.
Here are each of the categories we looked at in our comparison (leaders in each category are listed first):
- Average Annual Circulation: The American Chiropractor - 604,824 , Chiropractic Economics - 571,480
- Average Per Issue Circulation: The American Chiropractor - 50,042 , Chiropractic Economics - 28,574
- Average Requested Readership Per Issue: Chiropractic Economics - 23,020 , The American Chiropractor - 859
- Facebook Likes: Chiropractic Economics - 15,680 , The American Chiropractor - 6,937
- Twitter Followers: Chiropractic Economics - 9,263 , The American Chiropractor - 2,219
- Email Distribution: Chiropractic Economics - 65,000 , The American Chiropractor - 30,000
- Terrestrial Lists: Chiropractic Economics - 65,000 , The American Chiropractor - NA
- Programmatic Reach: Chiropractic Economics - National , The American Chiropractor - NA
- Average Unique Web Visits Monthly: Chiropractic Economics - 566,431 , The American Chiropractor - 130,188
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|
Now we’ll break each of these down to understand a little more about what each category measures.
Average Annual Circulation:
This is the total circulation on an annualized basis that the publication draws. The figure is produced based on how many copies get distributed on average for each issue from the publication. If a publication produces more issues than another outfit, they can have a larger annual circulation. There’s also a difference between free circulations and paid circulations. The basic premise behind paid subscriptions lies in the idea that consumers will only pay for content they deem worth reading and that presents a value for what was paid.
In the first category of our side-by-side comparison, The American Chiropractor leads Chiropractor Economics in circulation by 33,344. This represents an approximate lead of just over 5%.
Average Per Issue Circulation:
This figure is very similar in concept to the above; it's just measured on a per issue basis. Per issue circulation can vary throughout the year based on different factors such as seasonal sales or the launch of new products or services. For this category, we saw that The American Chiropractor has 50,042 as an average per issue circulation compared to 28,574 for Chiropractic Economics.
Average Requested Readership Per Issue
This category is very interesting because it relates to the expected reach that an advertiser is asking of the publication. Circulation numbers can be impressive, but they do not take into account how many people are actually reading a publication. Readership is how many different peoples’ hands the publication finds its way into. In this category, we see that Chiropractic Economics holds a commanding lead with 23,020 as the average requested readership per issue versus just 859 for The American Chiropractor. That represents a 25X greater average requested readership per issue between the two publications.
This calculation translates a basic effectiveness reading, surmising that a particular publication should reach at least a certain number of people. The figure shows that advertisers trust that the average issue of Chiropractic Economics will be more readily consumed than a standard issue of The American Chiropractor.
Being online with a solid social media presence that’s dynamic, interactive, and engaging is an absolute must in order to reach the chiropractic community where it is. That’s why Chiropractic Economics is heavily engaged with our online following and continues to put out relevant and interesting content meant to drive conversions. Facebook is an incredibly popular platform reaching hundreds of millions of users, making it very effective for finding specific demographics and targeting segments.
In this comparison, Chiropractic Economics reports 15,680 Facebook likes versus 6,937 for The American Chiropractor. That represents a more than 126% difference between the two.
As above, Twitter is another platform for businesses to reach consumers in a whole new medium. The social media strategy employed needs to be pertinent to the platform in order to garner the best results. With its own legion of hundreds of millions of active Twitter users, this popular platform is simply too large to ignore.
Our comparison showed that Chiropractic Economics has a total Twitter following of 9,263 while The American Chiropractor had 2,219. This figure indicates Chiropractic Economics has more than 3X the amount of Twitter followers.
Email distribution lists can be a very useful asset for advertisers to dial in on a specific demographic and give their product or service the best chance of being seen by the right segment. After decades as a leading publication, a media company will typically have a large email distribution list which can be rented. This means that an advertiser buys a certain amount of email addresses for an email blast.
When comparing the numbers for email distribution, it was found that Chiropractic Economics has a 65,000 total while The American Chiropractor has 30,000. This is a nearly 117% increase in the total email distribution list between the two.
Like email lists, terrestrial lists are a collection of addresses for individual subscription holders. Terrestrial list rentals entails an advertiser being able to purchase a certain amount of addresses for a specific mailer campaign. Cultivating a high number within a terrestrial list takes time for a publication and is indicative of a widely circulated magazine.
Looking at our comparison, Chiropractic Economics has a terrestrial list of 65,000, while The American Chiropractor did not have this information readily available.
Based on circulation, a media company can ascertain how far their programming is spreading around the country or even around the world. Local, regional, or national are the three most common goals for programmatic reach. A media company with a national programmatic reach is one that is readily available and easily accessible throughout the country. Regionalized would be accessible in certain areas, while local would only be accessible within a small geographic area.
Within our comparison, Chiropractic Economics is the only publication to be listed with a national programmatic reach.
Average Unique Web Visits Monthly
Another absolutely critical measure in the digital age focuses on how many visitors a publication’s website attracts. Measured by Google Analytics, the average unique web visits metric takes into account that a single visitor could return to a site multiple times in a given month. For individuals like these, their collective visits constitute a single unique web visit throughout the term, in this case per month.
Comparing the two websites, we see that Chiropractic Economics breaks up their information by current issue, news, webinar, chiropractic research, and a special area for students. You’ll also find specific areas for business tips, chiropractic news, and a chiropractic schools guide. The American Chiropractor jumps in with featured articles, news, e-books, editors picks, and recent interviews before branching into broader information.
Looking over the comparison figures, Chiropractic Economics obtains around 566,431 unique web visits on average in a given month. The American Chiropractor received around 130,188. That’s a difference of greater than 436,000; representing 335% percent more unique visits for the average month going to the Chiropractic Economics website.
Service Offering Between The American Chiropractor & Chiropractic Economics
Next up in our comparison is to look at the service offering for each publication. Running through where the media company’s strengths lie can help advertisers decide which would be best suited to handle their needs going forward.
For both The American Chiropractor and Chiropractic Economics, we find the following services offered:
- List Rental
- Graphic Design
- Print Marketing
- Banner Advertising
- Email Marketing
- Terrestrial List Rental
- Social Media Marketing
- Pixel Sharing
That seems like a pretty stout service offering until we continue our comparison with all of the additional services that Chiropractic Economics offers, including solo direct mail (postcards, catalogs, etc.), co-op direct mail, custom specialty print, custom landing page development,
programmatic capability, video production, pay-per-click (PPC) consulting and management, content marketing, organic Search Engine Optimization (SEO), marketing automation, Conversion Rate Optimization (CRO), analytics consulting, opt-in lead generation, and more.
Creating the Best Opportunity for Maximum Brand Exposure
The total service offering combined with the ratings elements we covered all blend together to help advertisers decide who offers the best opportunity for maximum exposure. Increasing exposure takes knowing readership demographics well but today’s digital-push is completely redefining this landscape.
Media companies can’t be content with just online and print journals and a couple of email blasts. Today’s consumer is accessing a brand in many different ways, all of which require a specific understanding of that segment. From the magazine, to high-impact content, digital media strategies, keeping a tight editorial calendar, and maintaining clear advertising specifications, a media company can help its advertisers reach more of the specific audience they’re looking for.
It All Starts with a Subscription
To see what all goes into a typical issue of Chiropractic Economics, we invite you to start a subscription. Explore all of the different topics covered in our curated content, the engagement you see with readers, and the opportunities for your chiropractic product or service. Subscribe today.
The American Chiropractor FAQs
The American Chiropractor offers a free subscription for current and practicing DCs. It appears that anyone can register on the site but the publication states they can reject any non-qualified applicants. For those who aren’t actively practicing DCs, you can find a lot of the same information free online including full-length past issues.
The American Chiropractic focuses its service offering on a small group of core modalities. They provide list rental services, graphic design-related services, print marketing, banner advertising, email marketing, and terrestrial list rental. This is about half as many as Dynamic Chiropractic and about a third as many as Chiropractic Economics.
If we’re looking at the top 3 chiropractic-related publications, The American Chiropractor ranks 3rd in just about every category. For example, with Facebook likes, The American Chiropractor has 6,937 likes versus 15,680 for Chiropractic Economics. In Twitter followers too, The American Chiropractor has around 2,219 while Chiropractic Economics has 9,263. Social media and web presence is vital to how successful publications are in reaching today’s audience. With 566,431 in average web visits per month, Chiropractic Economics has 5X more than The American Chiropractor.
The American Chiropractor categorizes the topics they cover into 12 different sections. Those sections include the following: rehabilitation, features, interview, technique, technology, practice management, perspective, biometrics, orthotics, posture, advanced practice, and nutrition. By far, the heaviest laden category is features with the website holding a repository of 256 past articles within this broad genre. These features run the gamut on what kind of topics they themselves cover. Everything from insurance disputes, to COVID response, to business marketing has been covered.
The American Chiropractor magazine has a section of their website where you can access past issues for free. The past issues go back as far as 2000. Originally, the magazine was a bi-monthly periodical with just 6 issues produced each year. This changed in 2005 when they started issuing monthly for 12 total each year. The publications have been somewhat sporadic, in 2009 it went back to the 6 issue format but then in 2010 resumed the 12 monthly issues. From January 2021 to present, The American Chiropractor is being produced twice per month. All of these past issues are available on their website.
In our comparison of three of the leading chiropractic publications, we see that in this category, Chiropractic Economics leads with an average requested readership per issue of over 23,000. By comparison, The American Chiropractor has a requested readership of just 859. Requested readership is important because it’s like a third-party rating for a service. Requested readership is how many individuals the publication is going to be consumed by. If you had a single DC office, it may be read by multiple DCs, chiropractic assistants, and even patients. Taking this figure along with circulation numbers gives you a good idea of saturation.
Programmatic reach is definitely something you want to be aware of if you are trying to reach the greatest audience to get your product or service in front of the right people. Programmatic reach can be national at the highest level, regional, or local. If you’re looking between different chiropractic publications and trying to decide where to spend your advertising dollars, most people agree they want to go with the one that’s going to produce the best return. Within programmatic reach, Chiropractic Economics is actually the only publication to provide a truly national programmatic reach.
The American Chiropractor is one of the most prolific magazines there are. They push out over 600,000 annual issues on average, which leads both Dynamic Chiropractic and Chiropractic Economics. They also have one of the strongest per issue circulation rates with over 50,000 per issue on average each year. The magazine offers many different sections and articles on a wide range of topics that both DCs and informed patients may find helpful in their program of care.