A new perspective on declining circulation

It seems that declines in newspaper circulation are no longer being seen by some as damaging hits to the industry, but as a business...

It seems that declines in newspaper circulation are no longer being seen by some as damaging hits to the industry, but as a business strategy.

Major newspapers are now focusing on quality circulation instead of quantity, using the money saved from marketing and distribution costs in certain areas to offset subscription losses.

Such strategies actually provide newspapers with an opportunity to use the Web, which has been blamed for problems industrywide, to their advantage as a complement to their print editions.

Jim Moroney, the publisher and CEO of The Dallas Morning News, which this year stopped distribution outside a 100-mile radius, told The New York Times:
Many of the readers who were cut loose complained, “but I have no regrets,” he said. “The people who really want to read The Dallas Morning News can still get it online.”

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