US: newspaper circulation down 2.1%
Posted by Jean Yves Chainon on May 2, 2007 at 12:24 PM
April 2006 audit figures for US newspapers have been released: daily newspapers’ circulation is down 2.1% from last year’s figures, and Sunday papers fell back 3.1%. On the other hand, the two papers with the highest circulation enjoyed slight increases.
USA Today rose 0.2% to about 2.2 million copies, and the Wall Street Journal rose 0.6% to just over 2 million copies.
Other major dailies suffered from sharp declines, such as The Los Angeles Times (4.2%), the Washington Post down 3.5% and The Chicago Tribune by 2.1%.
According to Follow the Media, web advertising averages about 7% of a newspaper’s total revenue, so newspapers are still a long way from compensating declining print revenues with online.
Perhaps other newspapers can heed advice from the top two dailies…
Source: Follow the Media
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About USA Today. I like this newspaper but I have always wondered how they count their circulation. Each hotel I am going to -- and I am going to a lot of them -- distributes each morning free USA Today to clients' door. Many of these copies stay on the floor for the rest of the day. Is it counted in their circulation figures, just because the hotel pays for these copies ? If yes, not so hard to incrise circulation. Just give a good deal to hotels and then you bump your figures. I would like to know. Any body ?