Posts Tagged ‘Audit Bureau of Circulations’

Mobile gets more attention, brings little money

Tuesday, November 9th, 2010

Newspaper publishers are embracing mobile platforms – iPad, tablet, e-reader and smart phones – more this year than last and say mobile will be important for their future but there’s still not much money on the horizon, according to a survey by the Audit Bureau of Circulations.

The numbers show 87 percent of respondents saying mobile is receiving more attention at their publication than in 2009, and that 65 percent think digital delivery of their publication is important to their strategic future, up from 55 percent last year.

But only 37 percent of publishers surveyed said they expect mobile revenues to “significantly impact” their revenue streams within the next two years. And, “Despite the increased focus on the mobile market, publishers still believe that their print publication is valuable and will continue to exist,” E&P said. “Seventy-eight percent of respondents overwhelmingly disagreed that their publications would be delivered in a digital-only format within the next five years.”

While real money maybe a ways away if it ever comes from mobile platforms, publishers hope to make what they can through advertising and subscriptions. “Respondents said sponsorship, search, video and banner advertising have the greatest likelihood of success,” E&P said. “Many plan to offer consumers the option of purchasing a bundled subscription that may include a print publication, mobile app and website access all for one price.”

Newspaper circulation continues decline

Tuesday, October 26th, 2010

“[T]here’s no getting around the fact that newspaper circulation continues to fall at a pretty good clip,” says Media Daily News in its look at the Audit Bureau of Circulations report for April-September.

The ABC report shows total daily newspaper circulation down 5 percent from the previous year and Sunday circulation down 4.5 percent for the 635 publications tracked.

The rate of loss has slowed compared to last year and even earlier this year but, “Over the last decade, total daily newspaper circulations have declined about 34 percent from 56 million in 2003 to 37.1 million this year,” Media Daily News says.

Lower circulation translates into less justification for newspapers’ advertising rates, forcing them lower when they can make the sale at all.

The one exception in the ABC report is The Wall Street Journal’s circulation, which grew 1.8 percent to more than 2.06 million (in print and digital editions), making the WSJ “now the nation’s largest newspaper in terms of daily circulation.”


How newspapers are – and aren’t – diversifying

Tuesday, August 24th, 2010

Media critic Alan Mutter uses a McClatchy newspaper as the negative example in a post on his Newsosaur blog about how large newspaper publishers are diversifying to survive in the new media world.

“While papers like the Kansas City Star continue to pursue the traditional model of publishing only the main title and a free once-a-week advertising product sent to the homes of non-subscribers, the ABC [Audit Bureau of Circulations] reports that papers like the Chicago Tribune and Dallas Morning News have created such a wide variety of products that the flagship paper produces just 56 percent of the average weekday circulation in each of their respective markets,” Mutter writes.

As circulations fall, “foresighted publishers are creating niche products to try to capture readers who historically were unlikely to buy the legacy newspaper – and, of course, the advertisers who covet them as customers,” he adds.

The Tribune and Morning News both publish periodicals aimed at young adults and those who prefer to read Spanish-language publications. The Tribune also publishes a free tabloid written by and for teenagers, and the Morning News delivers a free, weekly TMC, or total-market-coverage, advertising product, like many McClatchy papers produce.

Mutter predicts that the once flagship, general interest newspaper will eventually become simply one product among several niche publications that successful publishers produce.