What is Circulation?

Getty Images / Jean Glueck

The definition of circulation as it applies to business is the proliferation of several things, including business brand, products, services and business reputation. The actual act of business circulation is usually performed by a highly trained sales and marketing group within the business.  

To identify circulation in business, study the example of newspapers. Circulation is their biggest issue and the full scope of daily business operations.

In other businesses, circulation is identified by the scope of density within target markets.   

The things that should be considered regarding circulation depend on the particular scope of each business. If the central scope of business is a product, circulation of the product to the most beneficial target markets should be considered. For service-oriented businesses, circulation of the service(s) is the primary goal to consider. Medical, legal and accounting businesses offer services that attract a wider circulation due to a necessity to resolve health, legal or accounting issues.  

The chief purpose of circulation is to expand a business, increase clientele and broaden interest in products and services through the use of online and offline advertising and promotion. A key factor in the success of circulation is the link between advertising and promotion.  

There are differences in the types of circulation as a result of business identity.

A major grocer knows the importance of daily circulation of sales events. A small parts manufacturer may require less frequent circulation of their product line. Timing, target markets and type of circulation chosen play a major role in the success of all sales and marketing campaigns.   

Implementing circulation prototypes into business is a matter of planning and design that is most complimentary to products and services.

The plan for circulation begins with indexing of the most advantageous sales areas. Marketing professionals provide in-depth information on actual and projected sales territories. Once these territories are clearly outlined, it becomes the domain of sales management to design the central operatives of circulation for each salesperson. This includes:  

  • Business product or service portfolios and presentations  

  • Trade events and local proliferation of promotional materials  

  • Introductory presentations to new clients  

  •  Re-establishing business relationships with existing clients  

When considering Circulation, it is  important to consider the post-circulation impact. With well planned and design circulation, results are always a key factor in making necessary alterations to circulation to create a seamless "fit" for target markets. Avoid over-saturation of circulation. Products and services remain evergreen when they are regularly refreshed with new additions to circulation. One example is in the fashion industry. Circulation of haute couture designer names generally is a result of fashion shows. However, designers know the importance of refreshing their seasonal collections and to circulate new designs to their largest customers in advance of the next fashion season.

Magazines and newspapers  rely heavily on circulation to maintain their readership.