A measure of how closely a newsletter publisher's subscriber base matches a brand's target customer profile. High concentration = a large percentage of subscribers are the brand's ideal customer type. More predictive of affiliate performance than subscriber count alone: a 3,000-subscriber newsletter where 80% are DTC brand founders (high concentration) outperforms a 30,000-subscriber newsletter where 8% are DTC brand founders (low concentration) for a DTC-focused SaaS product — 2,400 vs. 2,400 effective target audience members, with the smaller list producing far more engagement per message due to relevance. Assessment methods: ask the publisher for a subscriber demographic description; request sample issue engagement data; look at the publisher's own content focus (a newsletter consistently covering DTC brand building has attracted a DTC audience by definition); ask for a test send and measure CVR to baseline.
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