Market researchers within the paper's circulation or marketing departments assess readers' needs, taking lifestyle, demographics and company resources into consideration. Telemarketing, surveys, focus groups and reader-involvement programs are just a few of the tools that help circulation staffs develop sales techniques or suggest how the newsroom might better serve readers' needs. Distribution, another key circulation task, begins in the mailroom. Working with the production staff, mailroom workers zone, stack and bundle papers and get them to the loading dock. Each bundle is topped with computer-generated delivery instructions.
Computer literacy is essential to newspapers' circulation functions.
Circulation supervisors create promotion and sales strategies to hold and increase the newspaper's readership and determine changing demographic trends. Home-delivery managers supervise subscription sales and service. All rights reserved.