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Newspapers Find New Foothold Through Digital Media


Paid circulation is going through the roof

Paid circulation is going through the roof (Photo credit: Kristine_Lowe)

So you thought print was dead.  Well, it isn’t.  The New York Times published an article for their blog, Media Decoder on Tuesday.  Small Gain in Newspaper Circulations, Aided by Digital Subscriptions” by Tanzina Vega focused on the recent report from the Audit Bureau of Circulations, which monitors newspaper circulation.

The report shows an overall increase in circulation for the 618 daily newspapers over a six month period.  Vega states in her article, “The biggest increase was for The New York Times, whose daily circulation, including the digital version, increased 73.05 percent over the previous year, largely because of the introduction of its paid digital subscription model last year. The A.B.C. report on 618 daily newspapers for the six-month period ended March 31 counts both print and digital subscriptions.”

Vega adds, based on the A.B.C. report, “The 618 newspapers with daily circulation increased 0.68 percent. The Wall Street Journal remained in the top spot with a total average daily circulation of 2,118,315, compared with 2,117,796 last year. USA Today was second with 1,817,446; The New York Times had 1,586,757; The Los Angeles Times, 616,575; and The Daily News of New York, 579,636.”

She also quoted the chief executive of the Newspaper Association of America, Caroline H. Little, as stating, “We’re particularly gratified to note that newspapers’ embrace of digital platforms, as well as smart and efficient circulation strategies for print products, are reflected in the numbers, which clearly demonstrate positive trends in total circulation growth for publishers.”

Okay, so you might be sitting here thinking that it shouldn’t count because it’s not print.  Well, actually it is.  It’s just in digital format.  I won’t go as far to say this gets the newspaper industry out of the woods just yet.  I will say that this is promising.  It shows how old media platforms are integrating new media platforms and using it to keep their brand alive. If it takes a bunch of new online subscriptions to keep The Gray Lady in business, and others like the Wall Street Journal, then I’m all for it.  I still enjoy the feel of a newspaper page between my fingers, but I’m also the same person who gets daily email feeds from various news sources and has an online subscription to a major news organization.

Video didn’t kill the radio star, and I honestly don’t think digital will kill traditional print.  There is room for everyone.