I was invited to give you an idea of the present state of discussion concerning the optimisation of circulation in Western Germany from the publisher's point of view. The time of maximisation of circulation is over in Germany. Today's subject is: The optimal circulation. The growing share in the distribution revenues within the scope of the total publishing revenues didn't least contribute to this development. Thus the significance of the distribution department in publishing houses has risen. As a consequence of this a new set of graduated distribution experts grew up in the publishing companies.