Tuesday, October 26, 2010

Behind newspaper circulation numbers

AdAge takes a look at newspaper circulation trends (decline is slowing, it says), but says you need to go below the easy numbers to figure out what's going on. The insight, I see, is a quote from John Strum, who heads the National Newspaper Association: "What counts is that newspaper companies continue to retain their most loyal and engaged readers even as they increase print circulation pricing to rebalance their revenue streams." That means that newspapers continue to raise prices, and are working to hold readership. They are are working to build new readership using targeted methods.

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