By: Jennifer Saba USA Today has taken a big circulation hit in single-copy sales but compensated elsewhere since raising its single-copy price on September 7.
Craig Moon, president and publisher, told investors at the annual year-end media review in New York that circulation was off 12.7% for October and 13% in single-copy for November. He said the declines, while steep, were in line with expectations. Single copy sales in November were down 124,000.
However, due to increases in subscriptions and hotel sales, the overall circ was actually up 1.2% November over November, according to USA Today.
Moon also announced plans to raise ad rates 8% on January 1.
He said that after a strong first three quarters in ad revenue, with 10 to 12% gains, revenues have fallen about 4% in the fourth quarter, due to hits in travel and technology.
CORRECTION: An earlier version of this story incorrectly reported that the steep circulation drop was in overall circ. In fact it was limited to single-copy sales.
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