If you have decided to launch a business magazine to promote your company, you will need magazine circulation and distribution services. These services ensure that your printed and published magazine gets delivered to as many customers as possible. Professional magazine distribution enlarges your circulation, attracts new customers and increases advertisers.
Magazine distributors are vital because they provide a number of services that are difficult for someone outside the industry to duplicate. Magazine circulation companies can get your magazine into businesses and can even distribute unsold publications door to door. Magazine distributors also have the resources to get your magazine to a specific geographic area or to the whole nation. If you are brushing up on magazine circulation and distribution basics, consider:
- Decide on coverage areas and circulation methods first.
- Consult magazine circulation companies to understand the services offered.
- Research issues that can affect your distribution and circulation numbers.
Determine where and how distribution of magazines will take placeCirculation of magazines can take place online, through digital distribution or at newsstands, retail merchants and public places. Before contacting magazine distributors, consider whether you want online distribution (which slashes your overhead costs, but does not leave the customer with a printed page), retail distribution (which means that your customers get your publication for free, but you face increased competition) or newsstand distribution (which is competitive, but can be lucrative). Also consider whether you want your publication distributed locally, nationally or internationally.
Get help with magazine circulation issues from professionalsProfessional distributors can help you understand the issues affecting distribution of your magazine. Issues that you will need to consider include advertising costs, what to do with left over magazines, how to ensure that customers are reading your magazine, who is buying your magazine and circulation management.
Research the issues that can affect your business magazine circulationSteep competition at the newsstands could mean that your business magazine is overlooked. If you distribute through both retailers and newsstands, you may find that your newsstand sales suffer. Distribution locally through retailers, however, limits you to a local audience only and it may be more difficult to determine how your publications are being used -- while most people will read a publication they pay for, free publications can be simply discarded or used for craft projects.
- Remember that magazine circulation is closely linked to advertising. Do not approach circulation services without first developing a promotional campaign that can be used in conjunction with the service.