October 30, 2006
The Audit Bureau of Circulations FAS-FAX report for the six-month period ending September 2006 released this morning confirmed yet again that major metros are struggling to show growth. The losses are steep while the gains are meager.
This is the fourth consecutive semi-annual report to register a severe drop in daily circulation and — perhaps more troubling to the industry — Sunday copies. While the estimated decline 2.8% for daily circulation for all reporting papers may seem negligible, consider that in years past that decrease averaged around 1%. Sunday, considered the industry’s bread-and-butter, showed even steeper losses, with a decline of about 3.4%.
Big cities like L.A., Miami, and Boston are feeling the effects of the Internet and the trimming of other-paid circulation. In New York, however, a 5.1% surge for the New York Post allowed it to leapfrog past its rival, the Daily News — and The Washington Post — into fifth place in daily circ.
The Los Angeles Times reported that daily circulation fell 8% to 775,766. Sunday dropped 6% to 1,172,005.
And I suspect that the news would be worse still if it weren’t for the various gimmicks used to inflate the circulation figures.