Skip to: Navigation | Content | Footer

COMMENT

Spin cycle

James Evelegh's editorial from this week's edition of InPubWeekly.

James Evelegh

Posted on: 22 February 2018

 

In their reactions to the latest ABCs, publishers have again proved themselves to be masters of spin.

There’s no circulation fall big enough that can’t be respun to your advantage. If you’re unlucky enough to have suffered a circulation dip, here are a few pointers when crafting your press releases: 1. If your circulation has fallen, but not by as much as your rivals, then focus on your “increased market share” and describe how you “out-performed the market”. 2. If your rate of circulation decline is less than it was last time around, then talk about “improving trends”. 3. If your circ was down, but at the same rate and comparable to your main rivals, then you’re “performing in line with the market”. Depending on your situation, you might be able to say, “still market leader”.

In the spirit of accentuating the positive and discouraging too close an examination of the actual figures, it’s also advisable to talk at length about any recent redesigns and key appointments, all of which sadly came too late to affect this set of figures, but will undoubtedly have a big impact next time.

Generally speaking, avoid words like ‘drop’, ‘fall’, ‘minus’ or ‘precipitous’. If you’re going to include actual figures, then best to only use the current ones; include nothing that will invite an actual comparison. The fourth option is to simply say nothing and hope that no-one notices.

If you can’t manage any of the above, then check your pulse; you might have already headed for that great newsstand in the sky.

If your circulation has actually grown, then the advice is somewhat different: be very detailed and specific, include lots of figures, avoid ambiguities, show trends and use the word ‘growth’ as much as possible. Congratulations, you are a star, and no spin is required (this time).

About James Evelegh
(Details last updated: 21 March 2018)

James Evelegh is the editor of InPublishing. Previous roles have included circulation consultant, group circulation manager at Centaur Media and circulation manager at DMG Trinity.

Tel: 01322 865 984

Email: Send a message to this author

Website: www.inpublishing.co.uk

Twitter: @InPublishing

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

The reader-revenue revolution is a reality

Peter Houston
Posted on: 22 May 2018

Magazine design: 5 minutes with… Ian Blaza

Ian Blaza
Posted on: 30 May 2018

Data-led journalism

Nick Turner
Posted on: 22 May 2018

Craft magazines

Alan Geere
Posted on: 22 May 2018

Count the clicks

James Evelegh
Posted on: 22 May 2018

Family values

Meg Carter
Posted on: 22 May 2018

Off The Page

David Hepworth
Posted on: 22 May 2018

Platforms and Publishers

Charlie Beckett
Posted on: 22 May 2018

Get out of the office and talk to people

Steve Dyson
Posted on: 22 May 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 20/06/2018 06:20)

Find out more about

Featured job

Advertising & Commercial Lead
Salary: Competitive
Iceberg Press
Croydon

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide