Saturday, October 30, 2004
US: how newspapers react to circulation scandal
The Los Angeles Times seems to be the first US major daily to react to the circulation scandal which happened to Newsday and Hoy. I'm convinced it will not be the last... According to MediaDailyNews, "The Los Angeles Times announced Thursday that both its daily and Sunday circulation declined during the six-month period ending September 30, 2004, in part due to a deliberate decision to reduce the company's reliance on third-party sponsored subscriptions and bulk sales. The newspaper reported an average daily circulation of 902,164 for Monday through Saturday, down 5.6 percent versus last year. Sunday's decline was even larger, as circulation dropped 6.3 percent to 1,292,274." See also LAobserved: the blog publicizes the letter of the LAT publisher John Puerner to his staff.
According to MediaDailyNews, "These figures were submitted to the Audit Bureau of Circulations and are subject to audit... While the Times did not mention either the recent slew of circulation scandals or any resulting advertiser pressure, many analysts have predicted recently that newspapers will begin dialing down their usage of third-party acquired subscriptions or bulk subscriptions... Analysts believe that in light of the recent scandals, advertisers would begin paying increased scrutiny to these line items on ABC reports."
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