Circulation Overview

Circulation sales on print brands are performing better than advertising sales, but this revenue stream still has its own pressures and issues.

On the retail side, there is a recognition that publishers need to be and are actually becoming more creative and proactive in working more closely with retailers to develop sales and to test new retail channels. Yet this is done against a background of rising retail costs and the view that the freedom to think and act laterally is very limited in what is seen as a crowded, inflexible and old-fashioned channel.

On the subscription side, there is a general feeling, especially among consumer publishers, that the industry is only just starting to get to grips with sophisticated and professional subscription marketing practices and as long as they can resource the channel properly, there is still great potential in subscription sales.

Increasingly, retail and subscription sales are being managed more holistically as two elements of a co-ordinated circulation strategy, but with each channel having its own dynamics and characteristics. Yet there is also a strong and steady drift from retail sales into subscriptions.