circulation

Circulation, in the context of publishing, refers to the distribution and dissemination of written materials to a public audience. A book, for example, is defined as a written or printed message of considerable length intended for public circulation, recorded on durable yet portable materials. This tangible circulation is a key characteristic that distinguishes a book from other forms of recorded messages, like inscriptions on a temple column or private documents not meant for wider distribution.12

Publishers employ various techniques to promote books and ensure their circulation. These include distributing announcement lists and catalogs to booksellers and librarians, sending out review copies to the press, and utilizing newspaper and periodical advertising. Trade publications, which cater to specific industries or professions, also have significant circulations, sometimes rivaling specialized consumer magazines. They often use a controlled circulation model, distributing the publication free to qualified individuals within a specific occupation or industry, supported by advertising revenue.23