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Reader Distribution The Health Magazine has a nationwide monthly circulation, reaching all 50 states and Canada with a 128-144 page, full-color magazine specifically addressing health, medicine, and nutrition. The magazine initially targets a circulation of 125,000 per month. Future plans call for the magazine to expand to 160 pages by the end of 2003 and to 208 pages by the middle of 2004, with circulation reaching 175,000 per month at that time.
With only 30-35% of the Russian-born population living in the vicinity of local Russian stores, the magazine will address the remainder of the Russian-born market through subscriptions and through non-Russian distribution points. The readership base is addressed via a 2-fold distribution strategy:
• Permanent residents of US living in metropolitan centers with substantive Russian-born populations are addressed through local Russian stores, Russian and non-Russian newsstands, and subscriptions.
• Russian-born permanent residents of the US living outside of the Russian-populated centers and other Russian-born people in the US on work permits and on student visas are addressed through non-Russian newsstands, supermarkets and other non-Russian distribution facilities, and subscriptions.
The distribution goal is to have 60% of the magazine readership come by the way of subscriptions. Subscriptions will be extensively marketed throughout the United States, but more specifically in regions without concentrated Russian communities.
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