Circulation is the total number of copies of a publication that are sold or distributed during a specific period, usually a month or a year. It includes copies that are sold directly to consumers, as well as those that are distributed through subscriptions, newsstands, or other outlets. Circulation figures are often used as an indicator of a publication's popularity and reach.
Distribution, on the other hand, refers to the physical process of delivering the publication to readers. This includes activities such as printing, packing, and transporting the publication to various distribution points, such as newsstands, bookstores, or subscribers' mailboxes. Distribution channels may vary depending on the type of publication and its target audience.
Here's a table summarizing the key differences between circulation and distribution in periodicals:
| Characteristic | Circulation | Distribution |
|---|---|---|
| Definition | Total number of copies sold or distributed | Physical process of delivering the publication to readers |
| Scope | Includes copies sold to consumers, distributed through subscriptions, newsstands, etc. | Includes printing, packing, transportation to distribution points |
| Significance | Indicator of publication's popularity and reach | Facilitates access to the publication |
| Goal | Maximize sales and readership | Ensure timely and efficient delivery |
Both circulation and distribution are important aspects of the publishing process, as they work together to ensure that publications reach their intended audience. Effective circulation and distribution strategies can help publishers increase their readership, generate revenue, and achieve their business goals.