Post-Second World War Malay Magazine, 1945-1957: Analysis on the Circulation and Distribution

Abstract

For a magazine to survive in the market, three elements must be strengthened—the editorial content, circulation or distribution, and income from the advertisement. The editorial content is responsible for attracting readers and thus will improve circulation. Increased circulation also often results in the increased revenue from advertising. Thus, these three pillars, namely editorial, circulation, and advertising are very important for the survival of the 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 publisher to deliver magazine to the reader. The publishers of Malay magazines after the Second World War are entirely dependent on circulation of the magazine to cover expenses and to expect profit. This article will discusses on the status of circulation and distribution practices of Malay magazine publishing after the Second World War and its impact on magazine in the market.

Keywords: Malay Magazine; magazine circulation and distribution; media after the Second World War; Malay press; media marketing system; Economy of publishing; magazine history;