Oplage

Op lage is a Dutch term used to describe the number of copies of a newspaper, magazine, or other periodical that are printed and distributed over a defined period, typically daily or weekly. It is a key metric in the newspaper and magazine industry, indicating the size of the audience reached through physical distribution. Oplage can be reported as gross or net. Gross oplage refers to the total number of copies produced, while net oplage reflects copies actually distributed to subscribers and retailers, sometimes after accounting for returns. Some definitions include free copies such as newsstand and promotional bundles; others report paid circulation only. The exact methodology is often audited by independent bodies and can vary by country, enabling comparability across titles and markets. Advertising rates are frequently tied to oplage, with higher circulation generally allowing higher pricing, though reach and engagement (readership) are also important factors.

In modern markets, print oplage has often declined due to digital media, though some publishers maintain or grow oplage through bundling, regional editions, or specialized publications. Digital editions may have separate circulation metrics, and some media groups report combined print and digital circulation or audience reach. Critically, oplage measures are only part of audience assessment; readership estimates consider how many people actually read the copies, and online metrics cover page views, unique visitors, and engagement. See also circulation, readership, and audit bureau.