I found it interesting when he said, on page 183 of his book, “Odd as it may sound, other publishers have also slashed distribution of many titles to save money. Time cut its annual distribution fo 22.5 million copies in 2005 from 32.5 million in 1997.” Verklin further states “five years ago, this would have caused a media buyer’s eyebrows to rise, now media buyers looks askance when the publishers announce circulation increases, wondering what tricks they’ve got up their sleeves to lure the additional readers.”

Although this is out of context with the rest of the book, which is riveting in itself as a total overview of the media world as it is changing today, he does point to the publishing industry’s attempts to save on costs as paper and other commodities have risen in price. He is illuminating the fact that major publishers have reduced single copy distribution to save money.

The fact that the Star-Bulletin is printing a high number of papers and is obscuring the percentage that is free, leaves nothing but questions about the fiscal viability of their operation in my mind.

Verklin’s book speaks a lot about consumer engagement as a metric that the advertising world is seeking and measuring these days. It is incumbent to all media, including the Star-Bulletin to maintain high standards of transparency in their business operations so as to hold on to their credibility with advertisers and ultimately with readers.

I recommend reading Verklin’s book.