Magazine article Editor & Publisher

NAA Analysis of ABC Confirms Overall Circ Slide

Magazine article Editor & Publisher

NAA Analysis of ABC Confirms Overall Circ Slide

Article excerpt

The Newspaper Association of America reported that overall daily circulation for the spring period declined 2.1% to 44,961,066 and Sunday decreased 3.1% to 48,102,437.

The association analyzed average daily circulation for the 745 daily newspapers and 601 Sunday papers reporting to the Audit Bureau of Circulations' FAS-FAX for the six-month period ending March 2007.

John Sturm, president and CEO of the NAA, said in a statement this morning that the latest figures are "in range with what we expected." He attributed the losses to publishers moving away from "short-term circulation sales programs toward longer-term marketing initiatives that deliver the most value and make economic sense."

This time, the NAA emphasized that while newspapers are losing readers the ones they have, they are keeping longer. Subscriber retention is going up while churn is going down. The organization said that in 2006 subscriber churn was at 36.5% compared to 42. …

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