PCH, AFP Decreases Hurt Circulation

Share this content:
The circulation industry felt the impact of declining volumes from subscription agents Publishers Clearing House and American Family Publishers in 1999, according to CircTrack 2000, an annual survey of consumer magazine circulation conducted by Capell & Associates and sponsored by a dozen industry firms.


The average decrease in response to 1999 AFP mailings was 53 percent, while the average falloff for PCH mailings was 44 percent. In 1998, the average falloff rates were 37 percent for AFP and 29 percent for PCH. Despite the softening performance, 70 percent of CircTrack 2000 participants said they use direct mail agents.


Both AFP and PCH also experienced notable changes in the average publisher remit rates. AFP dropped to 7.9 percent in 1999 from 14.9 percent in 1998. PCH fell to 8.3 percent in 1999 from 13.2 percent in 1998. For circulation managers, these changes mean less volume at higher costs.


CircTrack 2000 is an eight-page survey that was mailed to 728 circulation executives. The recipients were extracted from the databases of the Audit Bureau of Circulations and BPA International consumer magazine members with a minimum of 50 percent paid circulation. The survey response rate was 20 percent.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above