Where are the Top Papers of the 1990s Now?
Only four newspapers have expanded their circulation in the last twenty years, including USA Today, The Wall Street Journal, the New York Post, and The Arizona Republic.
The Arizona Republic's increase is the most notable of these. It's distinct from USA Today and the Journal because it's not a national paper, nor does it have a standout marketing hook that ties in subscribers from around the United States. It also doesn't have the special status of the New York Post, which is counted as a tabloid, not necessarily a reliable news source.
The Republic has managed to make a remarkable 9% increase in its circulation at a time when even the most renowned newspapers are struggling to keep their subscriber numbers from plummeting. So what are the secrets to the Republic's success?
The Republic focuses a lot of energy on its Sunday paper, which has the double benefit of more sections to keep readers interested as well as being an excellent source of ad revenue. They've also made some judgment calls in their circulation delivery rates, including raising home delivery prices and dropping Sunday circulation to some distant areas that weren't cost-effective.
Posted at 10:42 pm by Peter Koeppel