Tuesday, September 27, 2011

The Distribution of Magazine Subscriptions

by Jason Collazo

So once a magazine is printed, it's got to be distributed to people who subscribe to it, wherever they may be. Distribution is a key part of the publishing business - and critical to disseminating information around the world.

Market demand determines how many copies of each magazine get distributed as well as where they get sent. If the magazine is popular with a niche audience, then it's more likely to be distributed by subscription. If a magazine is of interest to everyone, it will be made available at most retail stores as well as by subscription, for those who prefer to have the whole package and delivered right to them. 

In other words, there exists a correlation between distribution and subscriptions. A correlation is a relationship that's not pure coincidence. A change in one variable leads to a change in another; it come down to math. This implies that an increase in demand in the market leads to an increase in the amount of magazine subscriptions and heightens the level of distribution.

Magazine distributions can be done in many ways. They include the mail, the various bookstores, newsstands, other vendors, or even pick-up locations in different areas of cities and towns.

There are several categories of circulation, and each involves a different type of distribution. The three primary categories of circulation are:


        Free circulation

        Paid circulation

        Controlled circulation

Free circulation
Magazines circulated at no charge fall into this category. There is no cover price on the front of the magazine, which is a nice bonus for your wallet. Free magazines are usually supported by advertisers or organizations that want to promote their causes. The issues are often handed out in the street or made available at no charge in racks. 

Paid circulation
If readers pay for a magazine, it's counted as paid circulation.  If you subscribe to a magazine through a site offering magazine subscription deals, you'll be counted as paid subscriber. Typically, subscribers receive their magazines by mail, though some might pick up their favorite issues at a newsstand.

Controlled circulation
Sometimes, magazines are circulated only to a select group of people. This is called controlled circulation. This model is generally used by publishers who target specific industries, institutions and other insiders. The information in these magazines is targeted only to those who are interested in it.
It depends on what is best for your individual magazine needs, in the end and where you can afford to distribute money to or even the kind of magazine you want.
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