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Circulation Salary Survey



Matt Kinsman By
11/30/2006
Few publishing disciplines are as beleaguered as circulation. From slashed marketing budgets to constantly changing reporting guidelines to resources shifting online, circulators are holding tough even as their job definitions are changing. Respondents cited jobs as diverse as accounting, accounts payable and receivable, even event marketing as additional responsibilities they've taken on. While top circulation executives reported significantly higher salaries this year compared to the group polled last year, salaries appear to be flat for middle management. Click here to calculate your salary.
Methodology
The survey sample of 2,000 was selected in systematic, stratified fashion by Red 7 Media and Readex Research from Circulation Management subscribers qualified under any job title classification other than fulfillment director/manager, list rental director/manager, renewal or billing director/manager, circulation consultant, or customer service director/manager. The sample represented a pool of 5,252 individuals meeting this criteria at the time of selection. Data was collected via mail survey from September 7 to October 23, 2006. The survey was closed for tabulation with 566 responses (a 28 percent response rate). To ensure representation of the audience interest, results have been filtered to include only the 433 respondents who indicated they work full time and their job functions are best described as circulation director or top circulation executive or circulation manager.

The margin of error for percentages based on all 433 respondents is 4.5% at the 95% confidence level. The margin of error for percentages based on smaller sample sizes will be larger.

Conducted by FOLIO: and Readex Research

SALARY BY CATEGORY: CIRCULATION DIRECTOR OR TOP CIRCULATION EXECUTIVE
Average salaries exploded for top consumer and b-to-b circulation executives but declined for those on the association side.

Top circulation executives earned the big bucks in 2006. Consumer circulation executives reported a mean salary of $95,400 this year, compared to a mean of $75,000 last year. B-to-b circulation executives earned a mean salary of $76,500 in 2006, compared to a mean of $69,000 last year. However, this year's crop of top circulation executives for associations reported a salary of $67,200, down from a mean of $85,500 for respondents last year. Fifty-seven percent of leading circulation executives anticipated an increase in their compensation this year, while a significant 32 percent expected compensation to stay the same. "Despite healthy profitability and small bottomline growth due to cost reductions, topline declines led the owner to suspend raises," said one respondent.

Circulators in the New York City area reported a mean salary of $114,300, compared to a mean of $70,200 for the rest of the country. Men reported a mean salary of $89,700, while women reported a mean salary of $72,000. Top circulation executives working at companies with less than $10 million in annual revenue earned a mean salary of $55,600, while those at companies with $10 million or more in annual revenue earned a mean of $105,300.

AVERAGE SALARY BY: GENDER Male $89,700 Female $72,000 AGE Under 40 $73,300 40 or older $85,500 EDUCATION Graduated college $90,900 Postgrad degree $88,100 IN NEW YORK CITY AREA Yes $114,300 No $70,1200 GEOGRAPHIC DISTRIBUTION Northeast $104,800 Midwest $67,800 South $70,600 West $66,600 YEARS IN PUBLISHING INDUSTRY 10 years of fewer $57,300 10-19 years $84,200 20 years or more $97,700 YEARS IN PRESENT COMPANY 5 years or fewer $77,800 5-9 years $75,600 10 years or more $90,700 YEARS IN CURRENT POSITION 3 years or fewer $81,400 3-9 years $83,900 10 years or more $75,000 NUMBER OF PUBLICATIONS WORKED ON 1 magazine $73,000 2 magazines or more $84,700 NUMBER OF EMPLOYEES SUPERVISED None $57,400 1-4 employees $75,600 5 employees or more $95,200 COMPANY REVENUE Less than $10 million $55,600 $10 million or more $105,300 REVENUE OF RESPONDENT'S PUBLICATIONS Less than $3 million $52,000 $3 million or more $98,900 PAID/CONTROLLED PUBLICATIONS Paid only $90,700 Controlled only $62,600 Mix of both $77,700 SALARY BY CATEGORY: CIRCULATION MANAGER

While circulation managers expect an increase in overall compensation, salaries remained flat compared to 2005.

Consumer circulation managers reported a slight increase in mean salary in 2006 over 2005 ($54,700 vs. $50,400) but both b-to-b and association circulation managers reported a lower mean salary compared to last year. However, 62 percent of circulation managers anticipate a boost in overall compensation, while 34 percent expect it to stay the same and 1 percent anticipate a decline.

The gender gap shrunk at the circulation manager level, with a mean of $53,200 for men and $49,500 for women. Circulation managers in the New York City area commanded a mean salary of $73,300, while those outside New York reported a mean of $45,500. Interestingly, circulation managers who said they had been with their present company for 10 years or more earned less than $1,000 more than those with between 5-9 years of service, and only about $4,000 more than those with 5 years or less. Circulation managers at companies with $10 million or more in annual revenue earn a mean salary of $66,100, while those at companies with less than $10 million in annual revenue earn about $41,500. Many respondents cited flexibility as one of the most rewarding aspects of their job. "I get to be both creative and analytical," said one respondent. "It's satisfying to both sides of the brain."

AVERAGE SALARY BY: GENDER Male $53,200 Female $49,500 AGE Under 40 $55,200 40 or older $46,600 EDUCATION Graduated college $57,800 Postgrad degree $58,000 IN NEW YORK CITY AREA Yes $73,300 No $45,500 GEOGRAPHIC DISTRIBUTION Northeast $66,900 Midwest $42,900 South $48,700 West $47,300 YEARS IN PUBLISHING INDUSTRY 10 years of fewer $60,600 10-19 years $80,800 20 years or more $83,200 YEARS IN PRESENT COMPANY 5 years or fewer $49,100 5-9 years $52,800 10 years or more $53,400 YEARS IN CURRENT POSITION 3 years or fewer $52,400 3-9 years $51,500 10 years or more $50,800 NUMBER OF PUBLICATIONS WORKED ON 1 magazine $45,800 2 magazines or more $52,900 NUMBER OF EMPLOYEES SUPERVISED None $46,400 1-4 employees $58,000 5 employees or more $42,800 COMPANY REVENUE Less than $10 million $41,500 $10 million or more $66,100 REVENUE OF RESPONDENT'S PUBLICATIONS Less than $3 million $42,000 $3 million or more $66,300 PAID/CONTROLLED PUBLICATIONS Paid only $55,700 Controlled only $48,800 Mix of both $48,000

Matt Kinsman By
11/30/2006







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