Newspaper Circulation Numbers Drop Again
By George Anderson
Only two of the top 20 newspapers in the country saw their weekday circulation numbers increase during the first six months of 2005, according to the Newspaper Association of
The New York Times and the Star-Ledger of Newark, NJ were the only papers to post gains during the weekday period with the average experiencing a decline of 2.6
The numbers were even worse for Sunday as the average circulation figures fell 3.1 percent.
According to an Associated Press report, the circulation declines are the continuation of “a years-long trend of falling circulation at daily newspapers as more people,
especially young adults, turn to the Internet for news.”
Moderator’s Comment: What does the continuing decline in circulation numbers at newspapers mean for retailer advertisers? Are circulation declines enough
to justify shifting dollars elsewhere? Have retailers shifted budgets to other media to accommodate and keep pace with the way people receive information and get entertainment?
George Anderson – Moderator