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.