What is the difference between controlled and paid magazine circulation lists?
The circulation of business and professional magazines is often said to be either controlled or paid. Recipients of controlled circulation magazines receive the magazine free because they have qualified for it in some way, such as by their employment in a certain industry or profession. Subscribers to a paid circulation magazine receive it because they have paid for it. Publishers of controlled circulation magazines generally exclude any non-qualified person from receiving it for free (though many will allow non-qualified persons to purchase a subscription). Publishers of paid circulation magazines generally don’t care who their subscribers are, as long as they pay the subscription fee. For a direct marketer, the difference is important. A paid magazine subscriber list is generally more responsive, but less targetable, than a controlled subscriber list. Conversely, because controlled magazines qualify their readers by collecting somewhat detailed information about them and their organi
