Stop Trumpeting Circ Losses And Report Growing Audience, MediaNews Exec Says

By: E&P Staff MediaNews Group Vice President of Research Mike Baldwin wants newspapers to stop their ?self-flagellation? with widely reported circulation declines -- and to start telling the story of growing newspaper audiences.

In a response to an article in the MediaNews flagship newspaper, The Denver Post, Baldwin documents how the total newspaper audience in Denver has grown over the past year, even as the Post and its joint operating agreement partner, the Rocky Mountain News, have taken widely reported circulation hits.

?In over three decades as a media research professional, I'm continually baffled by the newspaper industry's insistence on self-flagellation when it comes to reporting circulation declines and the maddening failure to properly position the reality of media transformation,? Baldwin writes.

Check out the whole thing, over at E&P?s Fitz & Jen blog .