High circulation costs stymie magazine growth opportunities

Kerwin, Ann Marie
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, ps14
Trade Publication
This article provides information on the difficulty faced by magazine publishers in maintaining high rates of circulation in the U.S. as of February 2000. Single-copy outlets such as grocery and discount chains, which deal with middlemen wholesalers to get the most recent copies of magazines, have streamlined their operations. With magazine retailers insisting on limiting the wholesale companies to a short list, the number of titles sent to newsstands has been cut. As a result, magazines seem to be losing the distribution levels they once took for granted. More outlets are being controlled by a smaller group of companies, making it harder for new titles to get to the newsstand.


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