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Most magazines aiming at a targeted, economically-viable audience, use a postcode system linked to backchecking to gain certification through a free distribution accreditation body such as Verified Free Distribution Limited.
 The weakness of this system is twofold: postcode-driven system are arbitrary guesses at ‘wealthier’ areas within a geographical location and, secondly, the backchecking system is superficial with only one in a hundred houses usually checked for accuracy of delivery.
We at Reflections have taken an entirely different approach. We have used the tax-banding system developed by central government and local authorities accurately to identify those readers whose income is reflected in the type of property they inhabit. This is, without doubt, the most definitive method of wealth indication - as all other data relating to spending patterns is incomplete and largely based on the consumer research which is bound to be fragmentary.
This, as far as Reflections is concerned, means we can reach readers through our in-house database who are in a defined shopping pattern area and who inhabit homes from those of moderate value, right through to houses of the highest ceiling value. These are the tax bands from D through to H.
This method of distribution effectively directly addresses those people who have the greatest spending power, who all live in good-quality private homes attached to which are commensurate spending patterns across a range of goods and services.
This method also fundamentally addresses the age-old problem about advertising expenditure: fifty per cent is wasted, but the problem is knowing which fifty per cent. The fifty per cent of wasted expenditure actually occurs quite simply in delivering an advertising message to those who are economically incapable of responding to it.
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