Controlled circulation is a distribution method used primarily in trade magazines and professional publications, where copies are sent free of charge to a carefully selected audience. Instead of being sold on newsstands or by subscription, these publications are delivered to individuals who meet specific criteria, such as job title, industry, company size, or purchasing influence.
The aim is to ensure advertisers reach a highly relevant and qualified readership. Recipients often have to register or requalify periodically to remain on the distribution list, helping maintain the accuracy and value of the audience profile.
Controlled circulation is commonly used in B2B marketing, as it provides advertisers with access to targeted professionals and decision-makers.