Realistic expectations

Realistic expectations: With all the recent news about inflated circulation, it is refreshing to read the following quote in an article about a free business magazine that now plans to charge for subscriptions:

(Publisher Mike) Pate said there is no circulation goal for the publication to reach now that it offers subscriptions.
“The goal is not to grow circulation,” said Pate. “This is a niche market publication, and our goal is to make sure we’re serving the market.”

This weblog agrees: If the goal is not to grow circulation, selling subscriptions to a free magazine is a great strategy.