A Muck Rack media outlet profile has a wealth of information on media outlets including a bio, contact details, media markets, social media and more. Of those, we display UVM and Audience as a way to see the potential reach of an outlet.

UVM (Unique Visitors per Month)

The number of people who visit the outlet’s domain each month. A domain is what people type into their browser to find a website e.g. nytimes.com. We partner with SimilarWeb to provide these UVMs. This is a strictly digital metric.


An audience number will only appear on print outlets like magazines and newspapers and shows the total circulation or rate base of the print edition. These numbers are sourced directly from the outlet’s media kits or from media auditing services. They do not include any digital metrics like UVM. If you come across a print outlet missing this information, request an update on the outlet page and the Muck Rack team will research the information for you.

Did this answer your question?