Most US newspapers see circulations fall

Circulation has fallen at most of the largest US newspapers compared with a year ago, despite new rules that give publishers more flexibility to boost their totals.

Figures released for the six months ending in March, mark the first time that newspapers have calculated circulation under the looser guidelines from the Audit Bureau of Circulations.

Among other things, the changes make it easier for newspapers to lump separate editions under different titles into one total. They also allow some copies that are distributed free of charge to be tallied.

Newspaper circulation has been falling as readers shift from the printed newspaper to free websites and mobile services. The electronic alternatives have become even more tempting as newspapers charge more for their print editions. Some of the falling circulation stemmed from publishers’ decisions to shrink their delivery areas to save money.

Circulation is important because it affects advertising rates. Print advertising has long been the main source of revenue for newspapers, but it has been falling because of the uncertain economy and a shift by advertisers to free and cheaper options on the internet.

Publishers are hoping the rule changes will help them sell more advertising by providing greater insight into the different ways newspapers reach readers.

Weekday circulation was lower than last year for all but seven of the 25 largest US newspapers.

According to ABC, none of those declines should have been triggered by the rule changes. If anything, ABC said, the new rules help increase circulation, so some totals might have been even lower without the changes.

Because of the changes, however, ABC did not directly compare the latest circulation figures to the same period a year ago.

But that did not stop the two largest daily newspapers, The Wall Street Journal and USA Today, from touting their gains – the Journal in a news release, and USA Today in a memo to staff.

The Journal’s weekday circulation averaged 2.12 million during the latest period, about 25,000 more copies than a year ago. USA Today’s weekday circulation averaged 1.83 million, an increase of fewer than 2,500 copies.

The New York Times remains the largest Sunday newspaper. Its Sunday circulation averaged 1.34 million, down about 37,000 copies from a year ago. Neither the Journal nor USA Today publishes on Sundays. On weekdays, the Times is third, with about 920,000 copies, down about 34,000.

Even before the rule changes, newspapers have been allowed to count digital sales in their circulation. With the exception of The Wall Street Journal, digital subscriptions generally represent a small part of the circulation.