WALL STREET JOURNAL 2,061,142 … 2,024,269 … 1.82%
USA TODAY 1,830,594 … 1,900,116 … -3.66%
NEW YORK TIMES 876,638 … 927,851 … -5.52%
LOS ANGELES TIMES 600,449 … 657,467 … -8.67%
WASHINGTON POST 545,345 … 582,844 … -6.43%
NEW YORK DAILY NEWS 512,520 … 544,167 … -5.82%
NEW YORK POST 501,501 … 508,042 … -1.29%
SAN JOSE MERCURY NEWS 477,592 N/A
CHICAGO TRIBUNE 441,508 … 465,892 … -5.23%
HOUSTON CHRONICLE 343,952 … 384,437 … -10.53%
PHILADELPHIA INQUIRER 342,361 … 361,481 … -5.29%
NEWSDAY 314,848 … 357,124 … -11.84%
DENVER POST 309,863 … 340,949 … -9.12%
ARIZONA REPUBLIC 308,973 … 316,873 … -2.49%
MINNEAPOLIS STAR TRIBUNE 297,478 … 304,544 … -2.32%
DALLAS MORNING NEWS 264,459 … 263,810 … 0.25%
CLEVELAND PLAIN DEALER 252,608 … 271,182 … -6.85%
SEATTLE TIMES 251,697 … 263,588 -4.51%
CHICAGO SUN-TIMES 250,747 … 275,641 … -9.03%
DETROIT FREE PRESS 245,326 … 269,729 … -9.05%
ST. PETERSBURG TIMES 239,684 … 240,146 … -0.19%
OREGONIAN 239,071 … 249,164 … -4.05%
SAN DIEGO UNION-TRIBUNE 224,761 … 242,693 … -7.39%
SAN FRANCISCO CHRONICLE 223,549 … 251,782 … -11.21%
NEWARK STAR-LEDGER 223,037 … 246,006 … -9.34%
Oct 25, 2010
Newspaper circulation drops slightly less sharply
Circulation numbers are out of the last six months and most big newspapers saw a decline when compared to last year. The drop isn't as bad as in past years, but that's not saying much. For some papers, such as the San Francisco Chronicle, this decline has been relentless. Here are the numbers for the 25 largest papers, as reported in the New York Times, with this year's first, followed by last year's, and the percentage change:
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7 comments:
Let's be frank here. You can put lipstick on a pig and it is still a pig. When you look at the carnage in this industry you can't look at the last six months or year. You must look at the entire body of work. And, this body of work is worn out. The circulation model of yester year is just that. It doesn't work on a financial basis any longer. Coupled with fewer subscribers is not a happy place for newspapers. Please, oh please don't tell me readership is up especially when you count their web sites. Spin it any way that makes you happy, the truth is that the war was lost a long time ago.
Scarborough research shows that 71 percent of adults read a newspaper in print or online last week...who are you kidding? I think you have a flaw in your numbers.
It's still an impressive audience even though daily readership is in decline. The hurdle for advertising sales is the fact that upper management does not understand the current market place. They are "running from side to side on this boat". They demand reports, bring in consultants for training and continually add new products and demand that the sales team drop everything and attend the latest training and/or sell the "solution" of the moment. The only consistency in the sales environment is that momentum is lost every 3 to 6 months. Crew managers are so busy writing reports and managing upward that they are not effective mentors/sales trainers. Until that changes revenue will continue to decline.
5:52 is right on the money.
Talk to the guys on the front lines first, golf fans!
Then develop your strategies.
I disagree with the impressive audience statement. I doubtthat the 71 percent number is at all accurate. Second, even if it is close, look at the demos of the group. Old and getting older. No rookies coming up the ranks to replace veterans. Also, widely discount most readership web numbers for newspapers. How many people do you know that spend lots of time on newspaper websites? That statement is just as scientific as their readership numbers.
As far as sales skills...that left the building a long time ago. They haven't got a clue.
4:26 You're entitled to your opinion but what is it based on? Fact is the reader's for the most part are consumers. Some clip coupons some don't. Some travel some don't. Some etc... The bottom line - businesses, not all, can, and do, take advantage of this local audience.
http://www.nnnlp.com/PDFsForDownload/Scarborough-NNN-Study-041610.pdf
The local audience is shrinking and shrinking rapidly for a number of years. My opinion is based on fact. As newspaper circulation has dwindled, readership has gone up...do you really believe that? Do you believe the total audience of newspaper readers is higher today than five or ten years ago. I don't think so. When I hear a shill report that even though circ is down readership is up, it makes me question motive. The motive here is to make advertisers and the general population that things aren't as bad as the facts would indicate. I have no disagreement that not all readers/subscribers look to the newspaper for different purposes as you say. They now have a lot less of them looking today than they did, and, coming up with some bogus measurement is not right.
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