Nature of circulation

Nature of Circulation

Understanding Circulation

• Circulation refers to the number of copies a newspaper distributes on an average day.
• It is a critical performance metric as it directly impacts advertising revenue.
• Audit Bureau of Circulations (ABC) certifies and provides data on UK newspaper circulation.

Key Factors Affecting Circulation

• Quality of content: This is a core factor. Unique, insightful, and informative content can increase circulation.
• Price: The affordability of a newspaper can significantly influence its purchase and thus, its circulation.
• Target audience: If a newspaper resonates with a particular demographic, it can have a stable circulation base.
• Brand reputation: Well-recognised newspaper brands often have higher circulation.

Types of Circulation

• Paid circulation: This is the number of copies sold to consumers, either through subscription or newsstand sales.
• Free circulation: Refers to newspapers distributed without charge, often by venues or businesses for promotional purpose.
• Total circulation: This includes both paid and free circulation.

Impact of Digital Media on Circulation

• The rise of digital media has seen a decrease in physical newspaper circulation, with many media consumers shifting to online platforms.
• Newspapers now offer digital subscriptions which are also counted when calculating total circulation.

The Influence of Circulation

• Discusses how circulation numbers impact a newspaper’s revenue, particularly its advertising revenue.
• Affects the newspaper’s ability to attract sponsors and advertisers.
• Impacts the influence and reach of a newspaper within society.

Circulation Strategies

• Newspapers employ several strategies to maintain or increase circulation, such as discounted subscriptions, innovative content, and targeted distribution.
• Significant emphasis on marketing campaigns both in print and digital to attract new subscribers.
• Approaching businesses and venues for partnerships for free distribution.