Learn how to boost your circulation

Just Published: Circulation Science

How to build circulation through the combined efforts of editorial, marketing, distribution and sales strategies is the subject of a new report just published by the World Association of Newspapers.

"Circulation Science," the second of six annual reports published by the WAN Shaping the Future of the Newspaper project, examines such issues as circulation trends, successful circulation strategies and ways to manage subscription sales and single copy sales. It includes techniques for determining the true value of readers, for investing in circulation and much more.

"Circulation is not simply concerned with delivering the maximum number of newspaper readers, though this in itself is a monumental challenge," said Jim Chisholm, Director of the Shaping the Future of the Newspaper project. "The role of the circulation manager lies in aligning a range of disciplines that together deliver the loyalty of readers, which in turn maximises advertising revenue and company profits. This is circulation science."

The report is available to all WAN members and through subscription to the SFN project at http://www.futureofthenewspaper.com . The SFN project, which WAN conducts with five strategic business partners, identifies, analyses and publicises all important breakthroughs and opportunities that can benefit newspapers all over the world.

The new report, which applies a scientific approach to successful circulation operations, includes:

- Ten factors which drive the world's most successful circulation strategies.

- An analysis of the latest trends in circulation from many diverse markets.

- Techniques for identifying who -- and where - the newspapers' readers are, and the factors that will encourage them to buy the paper more frequently, and for longer.

- An examination of reader loyalty, and how to entice them to become even more loyal.

- Maximising subscriptions through reader relationship management.

- How to increase -- and more efficiently manage -- single copy sales.

- Case studies identifying successful strategies.

-And much more.

"Circulation Science is available through the SFN project: http://www.futureofthenewspaper.com