Identifying circulation criteria

Mike Lavery

Argues that circulation data, the traditional currency metric for newspapers and magazines, has not been outdated by a changing media landscape.

Identifying Circulation Criteria

Mike LaveryAudit Bureau of Circulations (ABC)

Circulation. The word itself suggests the lifeblood or essence of something; an ability to deliver critical resources to key segments of any functioning system. Certainly, the publishing industry has continued to function with a resilient life of its own through decades of change and challenge. In the United States, circulation has become the accepted measure of any publishing house's health and stability. But in the streamlined marketplace of the future, where long-term success means learning to produce more with less, what role will circulation play?

There's no debating that print...

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