Magazine Circulation and Distribution Key Terms

Know the lingo common of magazine circulation and distribution

By L. Newton

There 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.

Advanced renewal

In terms of magazine circulation, an advanced renewal is a renewal offer that goes out before the standard renewal opportunity. These are typically offered in promotional sales to gain more subscribers.
Try: All Business offers an extended definition for advanced renewal of magazines.

BIPAD number

A 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 The organization is no longer active and the numbers are now controlled by BIPAD Inc.
Try: BIPAD Inc. offers details about BIPAD numbers as well as an image example.

Cover wrap

A 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.
Try: Read more details about cover wraps from Oxm Online.

Forced free trial

A 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.
Try: Morton Gregory offers advice on using forced free trial subscriptions as advertising for magazines.

Renewal at birth

Renewal 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.
Try: View additional information for renewal at birth from Answers.

Magazine advertising

Magazine 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.
Try: Read more about the details of magazine advertising from Wise Geek.