Magazine Circulation and Distribution Key Terms
Know the lingo common of magazine circulation and distributionThere is a magazine published for almost any topic imaginable. Whether you are involved in publishing, distributing or retailing magazines, key terms are essential in discussing business. Many magazines distribute copies to retailers, who display magazines to customers either near the checkout aisle or in a separate stand. Often, though, magazines depend upon regular subscribers for their base circulation numbers to set rates for advertisers. Magazines use various subscription offers to increase their base circulation.
BIPAD numberA BIPAD number is a five-digit number used to aid the resale of magazines. The number is designed to work with scanning machines. BIPAD originally was the representation of Bureau of Independent Publishers and Distributors. The organization is no longer active and the numbers are now controlled by BIPAD Inc.
Cover wrapA cover wrap is an extra cover that is stapled or glued to the front of a magazine. The cover wrap often displays promotions or messages of expiring subscriptions. One may see a cover wrap on several issues nearing the expiration of the magazines. Sometimes a cover wrap is used on promotional copies distributed to doctor's offices, for example, to advertise a particular product.
Forced free trialA forced free trial is an issue of a magazine that is sent free of charge and without request to individuals targeted as having a possible interest in the magazine. The trial is sent in hopes of gaining new subscribers.
Renewal at birthRenewal at birth, or RAB, happens when customers are offered an additional subscription at the time of the current subscription payment. For example, magazine companies may offer a special price for ordering two years instead of a one-year subscription.
Magazine advertisingMagazine advertising is the placement of ads inside magazines to advertise a product or service of another company. Magazine companies offer magazine advertising to gain additional funds, which in turn allows the printing of more copies. Companies benefit from the additional publicity about their product or service.
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