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BizReport : Research archives : May 13, 2009

Report: Newspaper circulation sinks

If the news that several big name newspapers were ceasing print publication weren't enough, there is more bad news for the newspaper industry. According to a recent Audit Bureau of Circulations, for the six months leading up to March 31 daily papers were losing subscribers at a 7% rate.

by Kristina Knight

This is year over year; Sunday newspaper subscriptions saw a slide of just over 5% during the same time period. At the same time, newspaper revenue also took a large hit. According to the report The New York Times Company saw revenues drop 27% while McClatchy revenues dropped almost 30%.

Other interesting findings from the report include:

• USA Today circulation dropped more than 7% in circulation
• The New York Post dropped circulation by 20% and The New York Daily News saw circulation drop 14%
• The Washington Post, The San Francisco Chronicle and the Houston Chronicle also posted substantial declines

What marketers need to ask now is will these declines be counteracted by online subscriptions? While the ABC report did not touch on online subscriptions, it would be interesting to compare online subscriptions for the same time period before making a decision about where to place ads. With print subscriptions falling at such a large pace, it makes sense for marketers to do much more research before placing ads in the newspaper space.

Tags: newspaper ads, newspaper advertising, newspapers

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