Poor Circulation

Uh oh. Says the New York Times:

Circulation at the nation’s largest newspapers plunged over the last six months, according to figures released today. The decline, one of the steepest on record, adds to the woes of a mature industry beset by layoffs and the possible sale of some of its flagships.

Overall, average daily circulation for 770 newspapers was 2.8 percent lower in the six-month period ending Sept. 30 than in the comparable period last year, the Audit Bureau of Circulations reported. Circulation for 619 Sunday papers fell by 3.4 percent.

But some papers fared much worse. The Los Angeles Times lost 8 percent of its daily circulation, and 6 percent on Sunday. The Boston Globe, owned by The New York Times Company, lost 6.7 percent of its daily circulation and almost 10 percent on Sunday.

The New York Times, one of the few major papers whose circulation held steady over the last few reporting periods, did not emerge unscathed this time: its daily and Sunday circulation each fell 3.5 percent. The Washington Post suffered similar declines.

The Wall Street Journal’s new Weekend Edition, just over a year old, lost 6.7 of its circulation from a year ago.

Remember, this is not a new phenomenon. According to Newspaper Association of America data, newspaper circulation peaked in the early 1980s and has been declining ever since, a process set in motion by the advent of 24-hour cable news. The effect of the Internet is only hastening a trend set in motion some years earlier.

Still, some people just don't get it:

Newspaper executives attribute some of the latest losses to intentional cutbacks in the number of copies that are paid for in bulk by third parties, for example to be distributed to hotel guests. These count as paid circulation but are of less interest to advertisers than copies paid for directly by readers.

Well, actually, they do have a point. Still, there is a light at the end of the tunnel and it may not be an oncoming train:

Still, the association said, when newspaper Web sites are taken into account, the number of readers its members reach is up very sharply. Revenues from Web sites are rising quickly as well, but they account for only a small portion of overall revenues, and it could be decades before Internet revenues exceed those from the printed editions of major newspapers.

Newspaper readership--at least in print--is in for some big-time generational changes.