Circulation / DemographicS

Circulation Strategy:

BBM is projecting a 60/40 split of subscription to single-copy sales.

Single-copy sales will be generated through mass merchants; specialty stores, bookstores, airports and other retailers heavily trafficked by our target audience.

Subscriptions will be derived largely by telecom, direct mail, and e-mail aimed at our (male 25-45) target audience through traditional magazine lists and nontraditional sources.  BBMmag.com will also be a significant channel.

New subscriptions are both sample and media based.  Sampling will be done to both known Professional organization members and to consumer mailing lists.  All will be sampled with the magazine.

Our strategy is based on serving a clearly defined niche market well.  By having an identifiable market with available lists and related memberships, the management of NWWP Media believes we can exceed publishing industry standards for conversion of potential subscribers.  The African American professional is a passionate and loyal consumer.  A thirst exists for the published periodical product that BBM will provide.  The task is to reach and inform the target market.  The strategy is to combine sampling, direct mail, and group membership solicitation to build circulation through both subscriptions and newsstand distribution.  Multi-channel distribution principles will be employed.  Each has a differing margin structure but the combination will maximize the potential reach of the magazine.

All cost associated with the sampling programs are included in the advertising and promotion budgets for those months.