Specialty Papers Special Needs

Specialty publications can provide unique challenges for circulation departments. Publishing companies can have any number of these diverse newspapers, and managing their circulation requires creativity.

Carroll Publishing has two such newspapers, The Catholic Standard and El Pregonero, and each comes with its own circulation issues and needs.

The potential audience is specialized for a publication like the Catholic Standard that brings news to all, but in particular to Catholics of the Washington Archdiocese.

To meet the challenge of increasing the newspaper’s paid circulation, we enlisted the support of church leaders. They inform parishioners of a discount offer of 35% below the regular base subscription price and postage paid subscription envelopes are offered at each parish.

Telemarketing calls are made during the day and in the evening from a parish-provided list of names and numbers. This is new, but is working in many areas. Working closely with each pastor, financial committee person, or designated staff person is crucial to the success of this effort.

Another method used to hold subscription levels is to send a "we miss you" or "was there an oversight" letter. Subscriptions that expired more than three months previous are the target for an invitation to return. Our experience shows this has a 9% return after a three-month trial period. The cost of establishing a new order far outweighs that of activating the existing records. Again, encouragement in the parish helps with the decision to "come back."

El Pregonero, which targets Washington’s Hispanic population, is a second specialty newspaper of Carroll Publishing. Circulation challenges are different for this free-distribution publication.

The greatest factor is delivery to a variety of drop points in a timely manner. Through requests from businesses, organizations, and churches, we were able to reach the unique population El Pregonero serves. Staying on top of these good drop locations is the top priority.

All newspaper circulation costs, but especially those with free distribution, have been affected by rising gasoline prices. When distributor contracts were renegotiated this year, the single increase factor was that of gasoline expense.

In addition, as new stops are identified and added, costs increase. A valued new stop may mean that one of lesser importance may be dropped. As the current paper is dropped off, the previous week’s residuals are reported. This helps determine the best locations to reach the most people.

Wooden is circulation director for Carroll Publishing’s Catholic Standard and El Pregonero. She is a member of the MDDC Circulation Committee.