Neal Lulofs, Executive Vice President and General Manager, ABCi
ABC released the semiannual newspaper FAS-FAX and Audience-FAX report today. This FAS-FAX report includes top-line circulation data for all newspaper members for the six months ending March 31, 2012. Newspapers participating in Audience-FAX have additional print and online readership and website activity data included in the report.
Key Statistics
Fueled largely by increases in digital circulation and branded editions, daily circulation for the 618 newspapers reporting comparable multiday averages rose .68 percent. Circulation for the 532 newspapers reporting comparable Sunday data increased 5 percent.
On average, digital circulation now accounts for 14.2 percent of newspapers’ total circulation mix, up from 8.66 percent in March 2011. Digital circulation may be tablet or smartphone apps, PDF replicas, metered or restricted-access websites, or e-reader editions. Branded editions, newspaper-owned products such as commuter, community, alternative-language or Sunday-Select type newspapers, make up 4.5 percent of newspapers’ total average circulation, up from 3.36 percent in March 2011.
Today’s report only includes top-line information on circulation categories like digital and branded editions. More in-depth information, such as digital distribution platforms, will be available as newspapers’ Publisher’s Statements are released. ABC members may also subscribe to the eFAS-FAX analyzer tool.
Although not directly comparable to today’s data, the Newspaper Association of America’s does maintain a chart of historical circulation information.
Due to the many ways that newspapers now distribute and market their content — metered paywalls, mobile apps, bundled subscriptions, branded editions — ABC cautions against drawing too many direct comparisons of the data in today’s FAS-FAX report.
Recent Rule Changes
Significant ABC U.S. rule changes in the past 18 months have addressed the newspaper industry’s continuing transformation and publishers and advertisers emphasis on cross-media audience metrics, not focusing solely on paid print circulation.
The first newspaper numbers to reflect those changes were seen in 2011, and therefore, the March 2012 report marks the first time there are year-over-year numbers that reflect these changes. The changes include the introduction of “verified” circulation and branded editions, and new ways to audit and report digital editions published on websites, tablets, or smartphones.
Rules now allow newspapers more flexibility to develop publishing plans that cater to their markets and report these expanded platforms to ABC. Some newspapers may use branded editions (such as community newspapers), others may use targeted programs, and some may be focusing on their digital edition strategy. Because newspapers have various publishing plans, it is important to understand the different categories on the report and how those programs may impact a newspaper’s overall circulation. Due to the many ways that newspapers now distribute and market their content — metered paywalls, mobile apps, bundled subscriptions, branded editions — ABC cautions against drawing too many direct comparisons of the data in today’s FAS-FAX report.
As a refresher about what’s included in “total average circulation”:
- The paid/verified circulation model defines paid circulation as copies purchased by an individual recipient or a specialized distribution channel (such as business/traveler). Verified circulation includes much of what used to be reported in “other” paid circulation (including third-party copies and copies distributed to schools and newspaper employees).
- Branded editions are editions of the newspaper that are published at least weekly, have a different name than the member newspaper, but are labeled to include the word “edition.” Branded editions may include commuter, community or alternative-language newspapers.
- Digital editions are distinguished between replica and nonreplica, which both need to have restricted access. Replica editions must have the same editorial, layout and ROP advertising as the print version. Nonreplica editions must maintain the print version’s basic identity, although its editorial and advertising content may differ.
The FAS-FAX report details several of these circulation categories, and each should be compared with its like category. For example, it would be incorrect to compare core newspaper and its branded editions to the circulation of just a core newspaper. More detail will become available as individual Publisher’s Statements are released.
For more on digital newspapers, check out this blog about digital data in the FAS-FAX report. A fact sheet and a list of frequently asked questions about the changes are also available here.
Accessing the Full Report
The full FAS-fax report containing data on more than 800 daily and weekly U.S. and Canadian newspapers is available in the e-Data center on ABC’s website. ABC members will need their user name and password to access the report. If you are not an ABC member, you can read more about the benefits of membership on our website.
Top 25 Charts
Below are a few charts pulled from today’s report: the top 25 Sunday and weekday U.S. newspapers by circulation and the top 25 U.S. newspapers with digital editions.
You can also review historical charts for the March and September 2011 reporting periods.
 Average Circulation at the Top 25 U.S. Daily Newspapers |
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| Preliminary Figures as Filed with the Audit Bureau of Circulations – Subject to Audit | |||||||
| Newspaper Name | Total Digital | Total Excluding Branded Editions |
Total Branded Editions |
Total Average Circulation as of 3/31/12 |
Total Average Circulation as of 3/31/11 |
% Change | |
| WALL STREET JOURNAL | 1,566,027 | 552,288 | 2,118,315 | 2,118,315 | 2,117,796 | 0.02% | |
| USA TODAY | 1,701,777 | 115,669 | 1,817,446 | 1,817,446 | 1,829,099 | -0.64% | |
| NEW YORK TIMES | 779,731 | 807,026 | 1,586,757 | 1,586,757 | 916,911 | 73.05% | |
| LOS ANGELES TIMES | 489,514 | 100,221 | 589,735 | 26,840 | 616,575 | 605,244 | 1.87% |
| NEW YORK DAILY NEWS | 400,061 | 156,470 | 556,531 | 23,105 | 579,636 | 530,924 | 9.17% |
| SAN JOSE MERCURY NEWS | 139,825 | 66,213 | 206,038 | 369,748 | 575,786 | 577,662 | -0.32% |
| NEW YORK POST | 408,579 | 146,748 | 555,327 | 555,327 | 522,875 | 6.21% | |
| WASHINGTON POST | 467,450 | 40,165 | 507,615 | 507,615 | 550,821 | -7.84% | |
| CHICAGO SUN-TIMES | 200,503 | 68,986 | 269,489 | 152,846 | 422,335 | 419,408 | 0.70% |
| CHICAGO TRIBUNE | 387,217 | 27,373 | 414,590 | 414,590 | 437,205 | -5.17% | |
| DALLAS MORNING NEWS | 202,123 | 49,795 | 251,918 | 153,431 | 405,349 | 404,951 | 0.10% |
| DENVER POST | 240,200 | 150,920 | 391,120 | 10,000 | 401,120 | 324,970 | 23.43% |
| NEWSDAY | 284,357 | 113,616 | 397,973 | 397,973 | 298,759 | 33.21% | |
| HOUSTON CHRONICLE | 254,696 | 91,422 | 346,118 | 37,889 | 384,007 | 364,837 | 5.25% |
| PHILADELPHIA INQUIRER | 205,412 | 55,921 | 261,333 | 63,958 | 325,291 | 343,709 | -5.36% |
| PHOENIX REPUBLIC | 320,696 | 904 | 321,600 | 321,600 | 337,170 | -4.62% | |
| MINNEAPOLIS STAR TRIBUNE | 239,797 | 60,533 | 300,330 | 300,330 | 296,417 | 1.32% | |
| ST. PETERSBURG TIMES | 239,190 | 19,955 | 259,145 | 40,352 | 299,497 | 292,441 | 2.41% |
| ORANGE COUNTY REGISTER | 162,821 | 20,774 | 183,595 | 97,217 | 280,812 | 182,964 | 53.48% |
| NEWARK STAR-LEDGER | 197,034 | 81,906 | 278,940 | 278,940 | 229,253 | 21.67% | |
| OREGONIAN | 226,659 | 21,174 | 247,833 | 247,833 | 260,386 | -4.82% | |
| CLEVELAND PLAIN DEALER | 232,288 | 14,283 | 246,571 | 246,571 | 254,372 | -3.07% | |
| SEATTLE TIMES | 206,517 | 30,412 | 236,929 | 236,929 | 253,740 | -6.63% | |
| SAN DIEGO UNION-TRIBUNE | 204,245 | 13,334 | 217,579 | 13,163 | 230,742 | 218,614 | 5.55% |
| DETROIT FREE PRESS | 132,635 | 98,104 | 230,739 | 230,739 | 246,169 | -6.27% | |
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|
Average Circulation at the Top 25 U.S. Sunday Newspapers |
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| Preliminary Figures as Filed with the Audit Bureau of Circulations – Subject to Audit | |||||||
| Newspaper Name | Total Digital | Total Excluding Branded Editions |
Total Branded Editions |
Total Average Circulation as of 3/31/12 |
Total Average Circulation as of 3/31/11 |
% Change | |
| NEW YORK TIMES | 1,265,839 | 737,408 | 2,003,247 | 2,003,247 | 1,339,462 | 49.56% | |
| LOS ANGELES TIMES | 850,267 | 102,494 | 952,761 | 952,761 | 948,889 | 0.41% | |
| HOUSTON CHRONICLE | 459,231 | 67,086 | 526,317 | 390,617 | 916,934 | 587,982 | 55.95% |
| CHICAGO TRIBUNE | 755,265 | 24,175 | 779,440 | 779,440 | 780,188 | -0.10% | |
| WASHINGTON POST | 688,576 | 30,725 | 719,301 | 719,301 | 852,861 | -15.66% | |
| DALLAS MORNING NEWS | 321,592 | 41,537 | 363,129 | 339,719 | 702,848 | 375,101 | 87.38% |
| SAN JOSE MERCURY NEWS | 204,766 | 41,848 | 246,614 | 443,644 | 690,258 | 636,999 | 8.36% |
| DETROIT FREE PRESS (e) | 458,963 | 5,811 | 464,774 | 198,213 | 662,987 | 614,226 | 7.94% |
| NEW YORK DAILY NEWS | 480,131 | 155,007 | 635,138 | 25,780 | 660,918 | 584,658 | 13.04% |
| DENVER POST | 420,172 | 124,191 | 544,363 | 51,000 | 595,363 | 519,837 | 14.53% |
| MINNEAPOLIS STAR TRIBUNE | 475,955 | 38,502 | 514,457 | 29,729 | 544,186 | 516,136 | 5.43% |
| ARIZONA REPUBLIC | 513,469 | 886 | 514,355 | 24,224 | 538,579 | 511,764 | 5.24% |
| PHILADELPHIA INQUIRER | 413,371 | 72,137 | 485,508 | 31,802 | 517,310 | 488,286 | 5.94% |
| NEWSDAY | 350,057 | 145,359 | 495,416 | 495,416 | 362,221 | 36.77% | |
| CHICAGO SUN-TIMES | 197,140 | 73,458 | 270,598 | 164,263 | 434,861 | 421,455 | 3.18% |
| NEW YORK POST | 287,089 | 147,303 | 434,392 | 434,392 | 355,770 | 22.10% | |
| ST. PETERSBURG TIMES | 415,612 | 16,590 | 432,202 | 432,202 | 429,048 | 0.74% | |
| NEWARK STAR-LEDGER | 321,944 | 62,224 | 384,168 | 29,304 | 413,472 | 337,416 | 22.54% |
| ATLANTA JOURNAL-CONSTITUTION | 399,004 | 3,598 | 402,602 | 402,602 | 391,815 | 2.75% | |
| CLEVELAND PLAIN DEALER | 329,130 | 11,440 | 340,570 | 60,564 | 401,134 | 403,001 | -0.46% |
| ORANGE COUNTY REGISTER | 287,149 | 10,118 | 297,267 | 88,016 | 385,283 | 287,657 | 33.94% |
| BOSTON GLOBE | 332,208 | 33,304 | 365,512 | 365,512 | 356,653 | 2.48% | |
| SAN DIEGO UNION-TRIBUNE | 282,140 | 8,914 | 291,054 | 73,400 | 364,454 | 296,272 | 23.01% |
| SAN ANTONIO EXPRESS-NEWS | 242,292 | 9,904 | 252,196 | 101,376 | 353,572 | 254,968 | 38.67% |
| SEATTLE TIMES | 300,737 | 33,450 | 334,187 | 12,402 | 346,589 | 346,993 | -0.12% |
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Top 25 U.S. Daily Newspapers with Digital Editions |
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| Preliminary Figures as Filed with the Audit Bureau of Circulations – Subject to Audit | ||||
| Newspaper Name | Digital Replica |
Digital Nonreplica |
Total Digital | Total Average Circulation as of 3/31/12 |
| NEW YORK TIMES | 30,329 | 776,697 | 807,026 | 1,586,757 |
| WALL STREET JOURNAL | 552,288 | 552,288 | 2,118,315 | |
| NEW YORK DAILY NEWS | 38,676 | 117,794 | 156,470 | 579,636 |
| DENVER POST | 48,612 | 102,308 | 150,920 | 401,120 |
| NEW YORK POST | 24,559 | 122,189 | 146,748 | 555,327 |
| USA TODAY | 97,001 | 18,668 | 115,669 | 1,817,446 |
| NEWSDAY | 113,616 | 113,616 | 397,973 | |
| LOS ANGELES TIMES | 12,564 | 87,657 | 100,221 | 616,575 |
| DETROIT FREE PRESS | 96,333 | 1,771 | 98,104 | 230,739 |
| LOS ANGELES INVESTORS BUSINESS DAILY | 44,509 | 49,507 | 94,016 | 156,269 |
| HOUSTON CHRONICLE | 71,486 | 19,936 | 91,422 | 384,007 |
| NEWARK STAR-LEDGER | 23,084 | 58,822 | 81,906 | 278,940 |
| ST. PAUL PIONEER PRESS | 64,530 | 11,372 | 75,902 | 205,171 |
| CHICAGO SUN-TIMES | 31,972 | 37,014 | 68,986 | 422,335 |
| SAN JOSE MERCURY NEWS | 52,677 | 13,536 | 66,213 | 575,786 |
| SAN FRANCISCO CHRONICLE | 35,020 | 28,632 | 63,652 | 229,174 |
| MINNEAPOLIS STAR TRIBUNE | 54,769 | 5,764 | 60,533 | 300,330 |
| PHILADELPHIA INQUIRER | 40,845 | 15,076 | 55,921 | 325,291 |
| DALLAS MORNING NEWS | 49,795 | 49,795 | 405,349 | |
| DETROIT NEWS | 46,608 | 323 | 46,931 | 125,639 |
| MIAMI HERALD | 42,316 | 2,915 | 45,231 | 160,988 |
| BALTIMORE SUN | 31,739 | 11,127 | 42,866 | 179,574 |
| RIVERSIDE PRESS-ENTERPRISE | 33,623 | 7,880 | 41,503 | 131,872 |
| WASHINGTON POST | 29,608 | 10,557 | 40,165 | 507,615 |
| SALT LAKE TRIBUNE | 28,595 | 8,460 | 37,055 | 110,546 |