readership of a periodical or other printed advertising medium. Since the cost of advertising in a periodical is based upon the number of readers deemed to be of interest to advertisers, the periodical's circulation is of prime concern. consumer magazines base advertising rates on paid circulation; trade magazines base advertising rates on the number of readers with the demographics characteristics of the periodical's target audience. The circulation claims of publishers are audited by the Audit Bureau of Circulations, the Verified Audit of Circulation Corporation, or by the Business Publications Audit of Circulations. Total circulation counts sometimes include pass-along circulations
The following are some specialized terms regarding circulation:
- bulk circulation-distribution of a publication by bundles as distinguished from distribution by individual pieces. For example: Schools will often subscribe to a local newspaper in bulk to be distributed to students and used as a tool in the classroom. This is considered part of the bulk circulation of the newspaper.
- controlled circulation-copies of a periodical distributed free of charge to readers of interest to the advertisers; also called qualified circulation or nonpaid circulation. The Business Publications Audit of Circulations has specific rules for qualifying the readers as being part of the advertiser's target market. Generally, the reader must be in a particular industry or profession to qualify. For example, Circulation Management magazine readers must work in publishing or a related field.
- effective circulation-readership of a publication that is part of the advertiser's target market.
- franchise circulation-readership of a periodical obtained by sending copies free of charge to the customers of a business organization.
- paid circulation-total copies sold of a periodical consisting of net paid subscription copies and single copy sales. Paid circulation is usually calculated on an issue-by-issue basis or as an average over a six-month audit period. See also ABC statement; average paid circulation.
- request circulation-recipients of a periodical that is sent free of charge upon request. According to Audit Bureau of Circulations rules, recipients must be part of the advertiser's target market to be counted as qualified circulation. According to Business Publications Audit of Circulations rules, recipients must have completed a request form that also includes survey questions qulifying the recipient as being of interest to the advertiser. See also bonus circulation; free circulation.
