US: Newspaper circulation figures continue to decline

Posted by Ruth Bayliss on May 4, 2004 at 11:08 AM

It seems to have been a bad year for circulation, for many US newspaper. According to Jacques Steinberg at The New York Times "while a majority of the nation's 10 largest newspapers reported circulation gains for the six months ended in March, most others lost readers during that period, continuing the industry's overall long-term decline, according to an analysis of reports released yesterday by the Audit Bureau of Circulations." According to an analysis by the Newspaper Association of America (NAA), half of the largest newspapers in the US reported weekday circulation declines.

It seems to have been a more positive year for newspapers that target readers in New York. "Some of the biggest gains in readership were reported by New York City's three daily newspapers, with The New York Post (see below), The New York Times and The Daily News. USA Today also reported gains."

"Average weekday circulation fell, however, at The Washington Post and The Chicago Tribune, among the nation's bigger papers, and they were not alone. An analysis by the Newspaper Association of America, a trade organization, found that the average circulation of nearly two-thirds of the nation's daily newspapers fell or was flat."

"Some of the steepest declines among big papers were registered by The Washington Post, which lost an average of about 24,000 readers on weekdays."

It looks as if newspapers in America need to recognize their Spanish readers "the audit bureau figures were perhaps most encouraging to some of the nation's Spanish-language daily newspapers".

And then, the two real good news: the Wall Street Journal gained more than 15 per cent, because it added to its total, several hundred thousand online subscribers who were not counted a year ago. The New York Post increased its circulation by 9 per cent, reflecting the fact that it is half as cheap as its main rival.

Source: The New York Times. See also Editor & Publisher

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