Posted on 10/17/2006 10:11:51 PM PDT by Lancey Howard
NEW YORK Expect another bloodbath for many papers when the Audit Bureau of Circulations releases the fall newspaper circulation FAS-FAX report on Oct. 30.
(snip)
While the circulation fraud was contained to a handful of papers, the industry still experienced fallout when analysts and advertisers began scrutinizing the data -- including the rise in other-paid circulation, a category that represents hotel, employee, Newspapers In Education (NIE), and third-party copies.
(Excerpt) Read more at editorandpublisher.com ...
Off to the tar pits they go.
Good riddance to bad garbage.
IBTP.
It seemed odd to me as well. I suspect that the larger dropoff on Sunday is due to the fact that there is a bigger "base" of readers to lose on Sunday. For example, I still reluctantly buy that Democrat mouthpiece the Sunday Philadelphia Inquirer in order to get the two pretty good crossword puzzles. As soon as I can print those (or equivalent) puzzles off of my computer, it's "goodbye Stinky". So the Inquirer will not lose a daily buyer (because I am not a daily buyer in the first place) but they WILL lose a Sunday buyer.
While the circulation fraud was contained to a handful of papers, the industry still experienced fallout when analysts and advertisers began scrutinizing the data -- including the rise in other-paid circulation, a category that represents hotel, employee, Newspapers In Education (NIE), and third-party copies.
While there is some value in this kind of circulation -- especially NIE copies, if the program is used correctly -- industry observers noticed that the category was used to inflate a paper's top-line circulation number and in turn, giving newspapers a reason to raise ad rates.
The local small town (daily/ Sunday) paper is throwing some of their customers (retail business subscribers, for one that I know of) an extra copy...i.e., two 'subscriptions' for the price of one.
De-Fib-rilating Newspaper Circulation
A third party has to pay at least 25% of the value of each paper if giveaway circulation it is to be deemed legal by the Audit Bureau of Circulation, the industry-funded industry watchdog. So, it was surprising to read in today's NYT that one major Denver advertiser said it was "not exactly accurate" to characterize as a "cash transaction" his sponsorship of the giveaway of several thousand unsolicited Sunday papers over several weeks.
Preview of Upcoming FAS-FAX Report: More Bad News
By Jennifer Saba
Published: October 17, 2006 1:00 PM ET
NEW YORK Expect another bloodbath for many papers when the Audit Bureau of Circulations releases the fall newspaper circulation FAS-FAX report on Oct. 30.
Industry sources who have seen the numbers tell E&P they anticipate that for the six months ending September 2006, top-line daily circulation will fall roughly 2.5% while Sunday will drop approximately 3%.
The declines keep coming, even after several periods of losses -- and easier comparisons that were supposed to ease the slide.
Yet again, major metros are expected to shoulder most of the blame for the decline in numbers. Sources suggest that some major papers that got hit hard in the recent past will take it on the chin again. They also point to a decline in single-copy sales and the continuing impact of many papers reducing other-paid and third-party copies.
For a few reporting periods, at least starting in March 2005, circulation was expected to take some hits since several scandals swept the industry in the summer of 2004. Publishers were taking extra caution when reporting the numbers.
However, it's been two years -- and circulation continues to slide at a quicker pace than in years past. For the six-month period ending in March 2006, daily circ slipped 2.5% and Sunday decreased 3.1%. In September 2005, daily was down 2.6% and Sunday dropped 3.1%. In March 2005, daily fell 2% and Sunday was down 2.5%.
While the circulation fraud was contained to a handful of papers, the industry still experienced fallout when analysts and advertisers began scrutinizing the data -- including the rise in other-paid circulation, a category that represents hotel, employee, Newspapers In Education (NIE), and third-party copies.
While there is some value in this kind of circulation -- especially NIE copies, if the program is used correctly -- industry observers noticed that the category was used to inflate a paper's top-line circulation number and in turn, giving newspapers a reason to raise ad rates.
Since all the fuss over that category, many newspaper companies have taken steps to decrease other paid. Many still are in the process.
There are other factors at work for the decline, too: Single-copy sales are decreasing.
And while there is an emphasis on home-delivered copies, many publishers have to mind costs -- including circulation acquisition and retention -- and will only pony up so much to get people to subscribe.
There is also a general feeling that publishers are not so anxious about showing gains in circulation as in years past; rather, they are more focused on pruning circ that is not considered valuable to advertisers or readership, even if that means a drop in top-line numbers.
Hi Lancey,
I love crosswords, too. Go to the bookstore and buy a book of Sunday crossword puzzles and fill one out each Sunday. Its just as much fun. :)
The use of legal third-party subscriptions to fluff flaccid circulation contrasts with the out-and-out fakery that last year embarrassed the Dallas Morning News, Hoy, Newsday and the Chicago Sun-Times. Although newspaper executives will tend to make much of the distinction between kosher and un-kosher number puffing, the long-term value of their franchises will not be sustained through Talmudic discourse, but, instead, through the delivery of efficient, quantifiable and credible results. Anyone ever hear the one about "truth in advertising"?
Extraordinary means used when 50% of potential readers are routinely given the finger...
The use of legal third-party subscriptions to fluff flaccid circulation contrasts with the out-and-out fakery that last year embarrassed the Dallas Morning News, Hoy, Newsday and the Chicago Sun-Times. Although newspaper executives will tend to make much of the distinction between kosher and un-kosher number puffing, the long-term value of their franchises will not be sustained through Talmudic discourse, but, instead, through the delivery of efficient, quantifiable and credible results. Anyone ever hear the one about "truth in advertising"?
Extraordinary means necessary when 50% of potential readers are routinely given the finger...
"Extraordinary means necessary when 50% of potential readers are routinely given the finger..."
I love it when we stop subscribing or buying these fishwraps and their first words are "Censorship!"
My response is don't pee on our legs and call it rain. It is not censorship when we refuse to pay those who lie about us and try to harm us.
Newspapers are dying because of the public Internet. Why getting what amounts of day-old news when you can get news far faster with cable news channels (Fox News Channel, CNN, MSNBC) or logging onto news websites? Also, the biggest revenue stream for newspapers--classified ads--are getting killed by the eBay online auction site and by online classified ad sites like Craigslist.
The American newspaper industry is based on a corporate culture of lying to those who buy/subscribe the fishwrap. Then they lie to the advertisers with all types of circulation games.
Free copies to Doctors's and Dentists's offices, hair saloons/barber shops and ?.
A neighbor has received the NY Slimes for decades because his children were required to read/subscribe to it. Part of their fees paid for a home delivery. That was bad enough. When he didn't have children in college, it was delivered free. In the past year or so the San Francisco Gayrhonicle falls in this student category. Each morning after his walk, he picks up the Ny Slimes and Gay Rhonical and tosses them into the blue recycle container left by his garage for this daily task.
Most doctors and dentists have not paid for a newspaper or so called news mag for decades. Still they are delivered. Each morning, the Slimes and Gay Rhonicles are left in a heap by large office entrances. Anyone can take a copy if they want them. Usually the janitorial staffs or yard maintenance people roll the big blue recycle container over to the pile and throw them in, when the pile gets too big. This sham continues on Saturday and Sundays when no one is in the offices.
"If you don't read the newspaper, you are uninformed; if you do read the newspaper, you are misinformed."
--Mark Twain (1835-1910)
At some point, even if they happen to swallow every word, consumers do get tired of the relentless negativity, at least enough not to want to spend money to receive it. This is true for Democrats as well as Republicans and Independents. Even if you happen to believe that Bush is the Antichrist it gets tedious to receive headlines to that effect on your doorstep every single morning.
And so the consumer goes to alternatives - TV and cable news (here Fox is cleaning up) and the Internet, where at least he or she has some control over the negativity. For those who relish it like picking at a scab, there's Kos and DU. For those who resent the lies, there's FR and a host of others. For most there's the occasional foray into MSN and a link straight to the sports scores.
The newspaper that first learns this lesson will do better. The rest, who would rather attempt to mold public opinion than meet the market, will continue to falter.
Absolutely!
The dinosaur "mainstream" newsrooms have seen their influence on the electoral process all but disappear. Each passing election is a slap in the face to them. They are gnashing their teeth for a Democrat victory because they believe a Democrat victory would reaffirm their relevance.
The liberal "mainstream" newsrooms have done everything in their power - - including trying to pass off forged military records - - to try to prove (mostly to themselves) that they still wield power. They simply cannot come to grips with the loss (to upstart cable TV, the internet, and talk radio) of their monopoly over the selection, spin, and dissemination of the news.
I really wish they would just hurry off to the tar pits.
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