Controlled Circulation and Future Objectives in Business Publications

The circulation of many business/trade publications as well as some consumer publications are either paid or controlled. Recipients of controlled circulation magazines receive the magazine free of charge because they qualify for it some way, such as because they are employed in certain industry profession, represent a targeted group of buyers of specific category of products or represent a group of particular interest to certain types of advertisers. Controlled publications qualify their subscribers after obtaining detailed information about them and their originations.

Controlled publications are delivered to individuals mainly they have requested for it and qualify to receive the publication.

As the global economy fast evolving and shifting in recent years and business-to-business publication scenario is changing, business-to-business publishers must change with it. To succeed in this more dynamic environment, companies need to excel at managing a mix of monetization models across advertising, subscriptions and commerce. Publishers who support the business-to-business market are facing the challenges of reworking their business models to support new ways of gaining revenue with targeted audiences. Business-to-Business Media has always centered around a targeted audience but of late it is becoming more diverse and becoming more difficult to maintain.

Many experts believe that the controlled circulation model of business to business publishing is not sustainable in its current form and advising the use of free social networking technology to launch new money-making spin-offs for its brands and even supporting the idea of charging for online content in some way. New strategy can be to connect communities with as many routes to market as possible and using a free marketing tool for subscriptions, events and webinars.

As traditional advertising revenues are showing significant drops and industry is trying new methods to realize this goal of increased revenue and monetize their content, one thing is clear – business-to-business publishers must adopt flexible circulation models that encourage a diversified approach to their business. The current business environment has brought about new trend in media shift like growth and diversity of digital media, growth in custom media, and decline in print media.

By implementing a flexible circulation model, a hybrid system that can handle both paid and controlled circulation; you diversify into new revenue models and seek new ways to monetize your high value content. Monetization of content can come in many forms, from the type of media like print, online to the distribution method such as paid or controlled. Shifting to mixed monetization models and how best to track the revenues they produce can be a challenge. It is important to take this fact into account that transition will not work for every publisher and will affect the future business also.

When businesses are seeking to monetize data, it is important to note that readers should see that fact that in current business avenue information is specialized helps in saving and making money. And subscribers see the high value of the data being provided and thoroughly analyze possible paid content offerings.

While it is true that business in print media has gone down in economic recession, within B-to-B media print is still the preferred format hence an important medium for generating revenue for the business-to-business publisher. As the business-to-business media moves to a mixed monetization model, it is necessary to test different circulation systems flexible enough to manage the diverse set of subscribers for new revenue opportunities. By utilizing variable demographic information and real-time database environments, you can better track and manage the demographics and history of your subscribers which will eventually help you manage subscriber and potential advertiser data.