Circulation Planning: Five Critical Steps

- Include price adjustments. But don’t assume that 100 percent of the price adjustment will materialize. Rather, assume that 50 percent of the price increase actually will result in additional revenue.

5. Review the plan.

Don’t leave any circulation behind. Devise realistic projections and base them on actual, historical results. Generally it’s best to put the plan draft aside for a day or two, then review it again with an open mind and make necessary adjustments. Once the plan is approved, it becomes the budget for the year. While adjustments are made to the individual circulation plans, the overall budget doesn’t change for the year.