| Summary: | For a magazine to survive in the market, three elements must be strengthened-the editorial content, circulation or distribution, and income from advertisement. The editorial content is responsible for attracting readers and thus will improve circulation. Increased circulation also often results in increased revenue from advertising. Thus, these three pillars, namely editorial, circulation, and advertising are very important for the survival of a magazine. Circulation refers to the number of copies sold to the readers. A good magazine circulation depends on the efficiency and effectiveness of marketing techniques, as well as the efficiency of distribution system used by the publisher to deliver the magazine to the reader. The publishers of Malay magazines after the Second World War were entirely dependent on circulation of the magazine to cover expenses and to expect profit. This article discusses the circulation and distribution practices of Malay magazines published before the war and its impact on magazines in the market.
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