Circulation futures in an electronic era?
As newspapers evolve into brands – in which the print product is just one of a number of content delivery platforms – are publishers going to set up parallel circulation teams to deal with each? On the evidence so far, the answer is ‘probably’, yet, says David Owen, this is a wasteful replication of skills and resources. The answer is to keep all circulation activity together and place it under the management of those currently responsible for newspaper sales.
Source: InCirculation Magazine Jul/Aug 2005