Dictionary of Marketing Terms: circulation modeling
circulation modeling
computerized system for forecasting the results to be expected from various scenarios regarding periodical circulation. The user asks "What if?" questions-for example, "If a directmail campaign generates 200,000 subscription orders with a January start, what will the total circulation be in January, February, and March?" The model predicts how many of these new subscribers will pay, cancel, or renew. This system is used to predict circulation over time as a rate base management and source evaluation tool.
