By: Staff Reports
Bundling Promotion With La Opinion Ends
The Los Angeles Times reported a 4.2% decline in daily circulation for the six months ended Sept. 30, to 1,033,440. The paper attributed the decline to its ending of a single-copy bundling program with Spanish-language paper La Opinion and reduction in the use of bonus days and said that adjusting for those changes, daily circulation would have been flat.
The Times said Sunday circulation rose 1.3% to 1,379,600 in the same period, its highest September total since 1995, due to gains in Orange County and joint home delivery with Rafu Shimpo, a Japanese-English language paper.
The Tribune Co., which acquired Times parent Times Mirror earlier this year, discontinued the bundling program and cut back the use of bonus days – the practice of giving the daily paper to Sunday-only subscribers – in an effort to create a consistent circulation reporting standard.
Copyright 2000, Editor & Publisher.