By: Jennifer Saba The Audit Bureau of Circulations released today the second audit report for The Dallas Morning News since the paper was censured for misstating circulation in August 2004.
For the six months ending September 2005, daily circulation at the Morning News is 465,469 and Sunday circulation is 640,742. According to Belo, daily and Sunday circulation dropped 7% compared with the same period in 2004. Executives attribute the decline to "disruption in circulation processes" since September 2004 and the fact it was implementing new systems.
The numbers confirm Belo's announcement about the fall circulation numbers made last November.
About 91% of the paper's daily circulation is over 50% paid. Single copy sales make up 18% of the paper's average daily circ.
Roughly 8% of the Dallas Morning News' daily circulation is other-paid, which includes employee, Newspaper in Education, and third party sale copies. The bulk of that circulation consists of third party copies.
Belo's Chairman and CEO Robert Decherd said the company is focusing on "high value" circulation, mainly defined by advertisers as paid circulation.
Additionally, this is ABC's first audit report issued in the new day-of-week format.
At the Morning News, Friday is the paper's strongest circulation day with 498,658 copies followed by Tuesday with 489,935 copies.
The Morning News must undergo audits every six months until September 2006. The paper is eligible for the March 2006 FAS-FAX report.
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