‘Times-Picayune’ Circ Down Nearly 30% Over Four years

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By: Jennifer Saba

The Times-Picayune in New Orleans lost about 30% of its Sunday and daily circulation over a four-year period. The latest figures from ABC show that compared to the March 2004 FAS-FAX — the last reportable period before the city was struck by Hurricane Katrina — daily circulation dropped about 31% to 179,834 copies, while Sunday declined 30% to 199,647.

What is remarkable is that those who do get the paper will pay a premium for it. For the March 2008 FAS-FAX, The Times-Picayune claims that more than 98% of its circulation consists of people who pay 50% or more of the price, an enviable percentage.

In March 2004, about 91% of the Times-Picayune?s circulation was more than 50% paid.

The Times-Picayune reaches more than 78 percent of its newspaper market during the week, according to ABC, and about 60% of the designated market area.

Over in Biloxi, Miss., daily circulation (Monday-Friday) at the Sun Herald slipped about 1.6% to 44,613 copies compared to the same six-month period in March 2007. The paper reaches about 75% of its newspaper market, according to ABC.

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