Thursday, May 5, 2011

No surprise here: News drives circulation

In one of the least surprising media news stories, AP reports that demand for newspapers rose sharply after the death of Osama bin Laden. As the AP story said, "When big news breaks, newspapers are in demand despite the immediacy of online news."

The same results were reflected on a local level when, last week, the Milwaukee Journal Sentinel reported that its circulation had risen the first quarter, driven by "some changes in marketing and thousands of readers following the Packers' Super Bowl run and the budget battle in Madison."

When news breaks -- real news -- people want to read print. Maybe, instead of cutting their reporting staffs deep into the bone, newspapers should be breaking more news.

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