We've always believed in Truth in Publishing which is why we are happy to share our invoices proving we print 40,000 copies each issue of Urban Animal (42,000 in November 2007 and August 2008's bumper issues). They're from a public company (Rural Press) and can't be faked.

Issue 21 Invoice November 15, 2009 - February 14, 2010 (JPEG - 220KB)
Issue 20 Invoice August 15, 2009 - November 14, 2009 (PDF - 44KB)
Issue 19 Invoice May 15, 2009 - August 14, 2009 (JPEG - 236KB)
Issue 18 Invoice February 15, 2009 - May 14, 2009 (JPEG - 104KB)
Issue 17 Invoice November 15, 2008 - February 14, 2009 (JPEG - 256KB)
Issue 16 Invoice August 15 - November 14, 2008 (JPEG - 224KB)
Issue 15 Invoice May 15 -August 14, 2008 (PDF - 384KB)
Issue 14 Invoice February 15 - May 14, 2008 (PDF - 164KB)
Issue 13 Invoice November 15 2007 - February 14, 2008 (PDF - 160KB)
Issue 12 Invoice August 15 - November 14, 2007 (PDF - 164KB)
Issue 11 Invoice May 15 - August 14, 2007 (PDF - 164KB)

Why do we do this? Because in the magazine business, so many publications lie!

When we pioneered free pet press in Australia in 2004, we knew others would follow, offer discount ads at the same time they claimed inflated print or readership figures with no proof. And over the past few years, that's exactly what happened--first with the free 'Buddy' magazine in Sydney which printed a few times and then disappeared followed by free pet mags in other cities claiming they were national, had huge print runs or unbelievable readership.

In only the past year, three high-profile newsstand pet titles went under. The most notable was 'Bark' which claimed 50,000 copies but which was exposed in The Australian as only printing 10,000 (and not that many sold, less than half). It was followed shortly by 'Adore Animals' and then in March, 'Doggy Deals' dropped dead. As new ones pop up, we continually find our advertisers are bombarded with low cost deals, inflated print or sales figures and bogus distribution statistics. 'Distress ads' and 'advertorial' are what make them un-credible.

For example, one free pet magazine which is published in another city, claims to be national, says they are the largest with over 50,000 copies and touts more than 200,000 readers. Yet when asked to substantiate these numbers, they won't or can't provide proof. They don't give the same sort of printer invoices we readily give each advertiser for each issue; they do not prove their readership figures with any kind of survey from a legitimate market research company and won't provide lists of their supposed national outlets as we do.

We at Urban Animal simply tell the truth, and 'The Truth Burns Clean'.

1. We print and distribute 40,000 copies each issue and have since our first.
2. We list all our outlets on our website with their address and phone number so you can verify where we go at http://www.urbananimal.net/outlets.php
3. We happily provide the numbers we distribute to each outlet. Just ask us for them.
4. Read the testimonials of many advertisers for which Urban Animal has worked perfectly in print & online at http://www.urbananimal.net/testimonials.php

To prevent yourself from being ripped off by unscrupulous magazines

1. Ask them for their past four issues' printer invoices. They should be happy to verify their print runs within minutes with paper proof . Unless they have something to hide of course. ask who their printer is.
2. If they claim to be 'national' ask them to supply a written list of their outlets in each state and the amounts they get. Again, nothing to hide?
3. Ask them for the names of advertisers who would be references. We're happy to do this and you can read at least 20 testimonials online. Do they have them?
4. Ask if they do 'distress ads', 'last minute discounts', 'cheaper rates for new advertisers', 'advertorial' or 'free trial ads'! If they do, they have to. We don't because we work.

To get the best value in print and online pet media, count on us!

1. All our 40,000 issues are accounted for and all stores are online with ads.
2. We're fully online so our readership goes way beyond our physical copies.
3. We don't rely on newsstand sales and are quarterly for maximum pickup.
4. We're in pet shops where they buy, vets where they wait, at pet friendly cafes & other places where they hang out with their pets (like Cafe Bones and Council Pet Days
5. We grew from 36 pages May 07 to 60 pages November 08, 40 advertisers then, 70 now!

And best of all, we're free, credible, growing and cost effective. If you want to invest in Urban Animal as part of your marketing mix, talk to the Publisher, Phil Tripp. We don't use ad sales people, we don't need to! They tend to fib to get commissions. We don't need to lie, that way, there's less to remember.

The Urban Animal Team