Cyrillic Partners

Newspaper circulation is down 3% year over year a new study shows. The one bright spot in this otherwise dismal death-scape is USA Today, which increased its circulation 1 percent.

There’s some interesting data from the story about the correlation between raising a subscription price and losing subscribers: “The New York Times, which has raised its price twice in the last year, in addition to shedding unprofitable sales, lost 4.5 percent of its weekday circulation (to less than 1.04 million) and 7.6 percent of its Sunday circulation (to 1.5 million).”

Hope they made up for the difference with the price hikes.

The study takes into account, for the first time, over-all readership for a company’s print and digital products. The new numbers paint a somewhat brighter picture for the news industry. Many of their readers have migrated to the Internet and consume the news via their desktops at work. It’s still amazing how long it is taking for newspapers to figure out a new approach to the Internet. It isn’t exactly popping the paper product up online that’s working. The best news organizations are leveraging the things that make the Internet a truly different medium that are going to win.

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