Circulation, Controlled

Rex A. Martin

Controlled circulation refers to providing a periodical—newspaper or magazine—at no cost to readers who meet specific advertiser-attractive criteria. Along with newsstand sales and subscriptions, it is the third major form of distribution. Such newspapers and magazines may be mailed free to those on a list, or made available for pick-up in public locations. Although they provide no direct revenue from readers, controlled-circulation publications are an extremely attractive, relatively low-cost advertising vehicle for individuals or companies seeking narrowly defined, captive audiences. Among the most common examples of this category of journalism are in-flight airline magazines, and those found in many hotel rooms. American Airlines' Nexos and the Radisson Hotel's Voyager are made available to their customers free of charge, and contain articles and advertisements selected to appeal to travelers and vacationers. Many of the articles are advertorials, provided by public relations and marketing firms promoting services and products. Controlled circulation was ...

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