SPECIALIST MEDIA SHOW
Seven steps for circulation success
While creating a great product is central to building a successful magazine brand, without a strong circulation strategy your product will struggle to make it into the hands of your consumers. By following a few clear steps, you can ensure that you are optimising your newsstand circulation. John Bardsley, MD of Intermedia, shares these seven steps to circulation success.
1. Identify your circulation goals
The first step towards creating a winning circulation strategy is to establish the goals that you want to achieve for your magazine brand and identify which areas of your circulation strategy require improvement. Do you want to be the market bestseller or are you more concerned about being the highest quality title in your sector?
2. Find out who your consumer is
3. Segment your readership
4. Understand which promotions work for you
Different promotions work for different goals, so you should be clear about what you want to achieve and how to measure your return on investment. Decide whether you want to enhance your distribution with a mass promotion or carefully target specific consumers. This should be driven by your initial circulation goals and inform all promotional activity.
5. Have a clear cover strategy
6. Know your retailer
7. Have a supply management strategy
Enjoyed this article? Keen to read more? Join the Specialist Media Network for a regular e-newsletter full of practical tips for niche publishers, and get free online access to exclusive research and past conference presentations.
Register free now to attend the 2012 Specialist Media Show for a day of practical workshops, expert 1-1 advice and a selection of innovative suppliers.
Intermedia is the UK’s leading provider of a fully integrated, multi-channel approach to circulation and marketing, servicing a growing portfolio of small to medium sized independent publishers. Our comprehensive solutions target five key areas: UK and worldwide retail newsstand distribution, subscription strategy and fulfilment, digital platforms, events and exhibitions and logistics and manufacturing. To find out more, email us on firstname.lastname@example.org
Latest News & Articles