Understanding  Circulation

Are you struggling with getting your message across to your target audience? Are you looking for ways to increase the exposure of your content? If so, then you need to focus on improving your circulation. In this post, we will explore what circulation means in the context of print media, and how it can help you reach more people.

What is Circulation?

Circulation refers to the number of copies of a publication that are distributed or sold within a specific period. It is a key metric for publishers and advertisers, as it provides an estimate of the potential readership audience for their content. The higher the circulation, the more exposure an article or advertisement can receive.

How is Circulation Measured?

Circulation is measured by auditing firms that track sales and delivery records of newspapers or magazines. These firms collect data on the number of copies sold or distributed, and calculate an average figure over a set period (usually 6 months). This figure is then used to estimate readership audience figures for advertisers.

Why is High Circulation Important?

High circulation is crucial for several reasons:

• It increases exposure: The more copies are distributed, the greater chance there is that your content will be seen by your target audience.
• It attracts advertisers: Advertisers are more likely to invest in publications with high circulation figures.
• It generates revenue: With more copies sold or distributed, publishers can generate higher revenue from subscription fees or advertising fees.

How Can You Improve Circulation?

Improving circulation requires a concerted effort from publishers and advertisers alike. Some ways to boost readership include:

• Offer Subscription Discounts: Encourage readers to subscribe by offering discounts for long-term subscriptions.
• Use Promotions: Use promotions such as giveaways or free trials to encourage people to try out new publications.
• Expand Distribution Channels: Consider expanding distribution channels beyond traditional newsstands to reach new audiences.
• Improve Content Quality: High-quality content can improve the perceived value of a publication and encourage word-of-mouth promotion.
• Leverage Digital Platforms: Don't forget about online distribution channels! Use social media platforms or email marketing campaigns to expand your reach.

What Are Some Common Misconceptions About Circulation?

There are several misconceptions about circulation that can lead to poor decision making. Here are some common ones:

• "Circulation figures represent actual readership numbers." This isn't necessarily true; it's only an estimate based on industry standards.
• "Higher circulation automatically leads to higher advertising revenue." While higher circulations can attract more advertisers, it depends on factors such as target demographics and ad placement effectiveness.

Conclusion

Don't underestimate the importance of circulation when it comes to increasing your exposure and reaching your target audience. By focusing on improving circulation through various strategies such as expanding distribution channels, offering subscription discounts, improving content quality etc., you can achieve greater success in print media publishing.

References

1. Magazine Media Kit Handbook by Betsy Brown
2. The Business of Media Distribution by Jeff Ulin
3. Building a Story Brand by Donald Miller
4. The Art of Newslettering by Karen Adjadj
5. The Advertising Concept Book by Pete Barry