As Print Circulation Slides, Papers Draw Attention to Online Audience

In an effort to encourage advertisers put off by flagging print circulation, newspapers are showcasing the new metric of Internet plus print readership rather than papers delivered. The Audit Bureau of Circulations reported that average weekday circulation at 538 U.S. dailies fell 2.6% over the past six months from the year-ago period, continuing the industry's 20-year decline. Sunday circulation fell 3.5%. Of the top 10 papers, those suffering the worst slides in weekly circulation were the Tribune Co.'s Newsday, which fell 5.6%, and News Corp.'s New York Post, which fell 5.2%. Gannett's USA Today gained 1%, but Dow Jones's Wall Street Journal fell 1.5%. The New York Times lost 4.5%. For the first time, the Audit Bureau also reported not only how many papers were delivered but how many people read them, including online. The Washington Post, for example, was shown to have average weekday print circulation of 635,087 but a combined print and online audience of 3.09 million. Advertisers remain to be convinced that the new data should change their ad expenditures. "They're saying print is declining, but oh, by the way, our online properties are increasing, but I don't think it will change the buying dynamic significantly," said Edward Montes, MD for Havas's online media buying arm Media Contacts.

Sources: Press release, Wall Street Journal, Reuters, New York Times, AP
Commentary: The Long Case for The New York Times Co. • Washington Post a Solid Defensive Media Stock - Deutsche Bank • Networked Journalism: Newspaper Companies Confront The Future
Stocks to watch: NYT, NWS, WPO, GCI, TRB. ETFs: XLY, PBS
Earnings call transcripts: New York Times Q3 2007, Gannett Q3 2007, News Corporation F4Q07, Tribune Q4 2006

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