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BusINess » Business Communications » ‘Times’ grows circulation advantage over ‘Post-Tribune’

‘Times’ grows circulation advantage over ‘Post-Tribune’

The Times‘ circulation advantage over the Post-Tribune continued to grow during the past year, with The Times now holding a lead of 48,322 on Sunday and 40,374 for weekdays, according to the Audit Bureau of Circulations.

The Times‘ Sunday circulation, at 91,978, is now more than double that of the Post-Tribune, at 43,656. The weekday circulation of The Times is 83,877 and the Post-Tribune is 43,503.

The Post-Tribune’s Sunday circulation for the past six-month reporting period represented an 18.4 percent decline from the year-ago figure of 53,517. Its weekly circulation for the last six months represented a 16.5 percent drop from the year-ago figure of 52,106.

The Times‘ circulation numbers have been largely stable over the past five years and that included this past year, with its Sunday and weekday circulation showing slight increases from the year-ago numbers, according to the Audit Bureau of Circulations.

Times Publisher Bill Masterson Jr. said The Times Media Co.’s effort to be “faithful partners with our readers” has led to remarkable stability in its circulation numbers during the last five years as other U. S. newspapers have incurred consistent circulation losses.

“We have focused on community events; we have insourced jobs instead of outsourcing where possible; and we have tried to stay relevant in the lives of our readers and community,” Masterson said.

Post-Tribune Publisher Lisa Tatina did not return a call seeking comment.

As the Post-Tribune’s circulation continues to drop, in just the past year The Times‘ Sunday circulation lead over the Post-Tribune has grown by 9,868, or 25.7 percent, and its weekday circulation lead has grown by 8,800, or 27.9 percent.

The current growth in The Times‘ circulation over the Post-Tribune continues a longtime trend.

Five years ago, The Times held a 17,716-copy edge over the Post-Tribune in Sunday circulation and a 15,790-copy edge in weekday circulation. The Times‘ lead has grown by 273 percent and 256 percent, respectively, during that time period.

The Times‘ circulation number includes copies of its Internet-based E-Times edition, a paid subscription service a part of its circulation under ABC guidelines.

The E-Times is a Portable Document File (PDF) version of The Times daily newspaper which is individually paid for exactly like a paper subscription. Its pages are identical to the pages readers see in the printed newspaper. It can be viewed from any computer with an internet connection and Adobe Acrobat Reader.

The Times also maintains a free website, nwi.com, which contains all news included in the daily newspaper plus extras such as additional photos, databases and copies of original documents.

“What we are doing is providing multiple platforms to make sure we are reaching people on a paid basis, as well as in the free arena with our website,” Masterson said.

Industry-wide, circulation of paid e-editions at U.S. newspapers totaled 2.3 million in the most recent six-month period, according to Audit Bureau of Circulations numbers reported by paidContent.org. That is a 47 percent increase over last year’s figures.

“What we know now is that the great demise of the American newspaper is just not going to happen,” Masterson said. “Is it going to change? Yes. But we are going to be around for a long, long time.”

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