Circulation refers to the number of copies of a publication (such as a newspaper, magazine, or any other printed media) that are distributed on an average day. This metric is a critical measure of a publication’s reach and popularity.
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Purpose and Importance
The primary purpose of measuring circulation is to gauge the distribution success and readership of a publication. Higher circulation numbers often connote a wider readership base, making the publication more attractive to advertisers.
Historical Context
The concept of circulation dates back to the early days of the printing press when publishers first started tracking their readership. Historical records show that understanding circulation has always been a fundamental aspect of media management.
Types of Circulation
Paid Circulation
Paid circulation refers to copies sold to readers or subscribers. This category usually includes:
- Subscriptions
- Individual copy sales
Free Circulation
Free circulation involves copies distributed without direct charge to the reader. Types include:
- Complimentary distribution
- Promotional giveaways
Measuring Circulation
Circulation metrics are typically tracked by:
- Audit Bureaus: Independent organizations like the Alliance for Audited Media (AAM) audit and verify circulation figures to ensure accuracy and reliability.
- Publisher’s Own Data: Data collected internally by the publication itself.
Special Considerations
- Digital Versus Print: In today’s digital age, it is essential to distinguish between digital circulation (e.g., e-editions) and traditional print circulation.
- Pass-Along Rate: Consideration of pass-along readership, where a single copy is read by multiple people, provides a fuller picture of a publication’s reach.
Examples
- New York Times: Known for its high circulation and significant digital footprint in addition to traditional print distribution.
- Local Community Papers: Often sustain circulation through local subscriptions and free distribution in community hubs.
FAQs on Circulation
What is the difference between Circulation and Readership?
Circulation measures the number of distributed copies, whereas readership estimates the number of people who actually read the publication, including pass-along readers.
How do advertisers use circulation data?
Advertisers assess circulation to determine the potential visibility of their advertisements and decide on their investment in ad space accordingly.
What is an audit bureau?
An audit bureau is an independent organization that verifies and certifies the circulation figures of publications to ensure transparency and accuracy.
Related Terms
- Readership: The actual number of readers, which may be higher than circulation due to pass-along readers.
- Frequency: How often publications are released, such as daily, weekly, monthly.
- Audience Demographics: Characteristics of a publication’s readership, including age, gender, income, etc.
References
- Alliance for Audited Media (AAM). (2021). “The Role of Audit Bureaus in Circulation Measurement.”
- Picard, R. G. (2003). “Media Economics: Concept and Issues.” Journal of Media Economics.
Summary
Circulation is a fundamental metric in the publishing industry, measuring the number of copies distributed on an average day. This metric can be split into paid and free circulation, each serving different strategic purposes. In the digital era, distinguishing between print and digital circulation is crucial. Overall, circulation serves as a key indicator for publishers and advertisers alike to understand and maximize the reach of their publications.
