Circ at ‘Dallas Morning News’ Drops, But So Does Churn

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By: Jennifer Saba

The Dallas Morning News reported this morning that daily circulation fell 10.5% to 368,313 while Sunday slipped 7.6% to 520,215. Morning News Publisher Jim Moroney attributed some of the losses to the paper’s focus on “quality audience initiatives.”

As such, this period, the Morning News decided not to report its bonus days (it did report those bonus days in the same period a year ago). The paper also slashed its third party copies down to zero.

Additionally, the Morning News is pulling back on its discounted copies. That category — more than 25% but less than 50% paid — tumbled 75% daily and 80% on Sunday. “We are trying to get out of the churn business,” Moroney said, adding the paper’s churn rate is the lowest it has been in two years.

According to Moroney, the Morning News increased its 50% or greater paid circulation by 1.7% daily and 2.8% on Sunday.

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