Oregonian Loses 1/4th of Its Circulation in Three Years

The Oregonian's circulation resumed its downward slide after an upward tick last March.

Since 2007 the Oregonian has shed a quarter of its circulation losing over 80,000 from the circulation base of almost 320,000 in September, 2007. Current circulation for the Oregonian is 239,071 for the daily (Monday-Friday). The Sunday is also down 22% from nearly 376,000 in September, 2007, to 292,800 currently.

Last March it appeared that the Oregonian might have stopped the downward trend when it showed a 5.8% circulation increase over September of 2009, of 249,163 to 263,600 in March of 2010. But, that proved illusory, and the decline has continued. The Oregonian lost not only the 14,000 gain from March (which included e-edition circulation of 22,300 added to the ABC general circulation figure for the first time in 2010) but dropped an additional 10,000 in circulation as well.

The loss is not surprising for a newspaper that leans left on reporting and editorials even though more than 40% of Americans describe themselves as conservatives and only 20% as liberals.

If the Oregonian would make even a good try at being even-handed, it might start to win back readers. But, its favorites are clear--even regarding Democrats and liberals. I stopped regularly perusing even the free online edition after the horrible treatment given to Hillary Clinton in the 2008 campaign. Obama was the favorite. Hillary Clinton was not, and it showed in the Oregonian's news coverage. Of course, the treatment is worse for Republicans and off the charts for conservatives. So, even my parents, long time readers/subscribers, have stopped taking the Oregonian.

Update: Here are the top 25 newspaper stats:

Top 25 Daily Newspapers – Mon.-Fri.
 As of Sept. 30, 2010
                                                 2010 Circ   2009 Circ
Newspaper                                  (Daily)       (Daily)        % change
WALL STREET JOURNAL . . . . . . 2,061,142   2,024,269     1.82%
USA TODAY . . . . . . . . . . . . . .  1,830,594   1,900,116    -3.66%
NEW YORK TIMES . . . . . . . . . . .  876,638      927,851    -5.52%
LOS ANGELES TIMES . . . . . . . . .  600,449      657,467    -8.67%
WASHINGTON POST . . . . . . . . . . 545,345      582,844    -6.43%

NEW YORK DAILY NEWS . . . . . . . 512,520     544,167     -5.82%
NEW YORK POST . . . . . . . . . . . .  501,501     508,042     -1.29%
SAN JOSE MERCURY NEWS . . . . . 477,592          -             N/A
CHICAGO TRIBUNE . . . . . . . . . . . 441,508      465,892     -5.23%
HOUSTON CHRONICLE . . . . . . . .  343,952      384,437   -10.53%

PHILADELPHIA INQUIRER . . . . . . . 342,361      361,481     -5.29%
NEWSDAY . . . . . . . . . . . . . . . . .  314,848      357,124   -11.84%
DENVER POST . . . . . . . . . . . . . .  309,863      340,949     -9.12%
ARIZONA REPUBLIC . . . . . . . . . .  308,973       316,873    -2.49%
MINNEAPOLIS STAR TRIBUNE . . . . 297,478      304,544    -2.32%

DALLAS MORNING NEWS . . . . . . . 264,459      263,810      0.25%
CLEVELAND PLAIN DEALER . . . . .  252,608      271,182     -6.85%
SEATTLE TIMES . . . . . . . . . . . . .  251,697      263,588     -4.51%
CHICAGO SUN-TIMES . . . . . . . . .  250,747      275,641     -9.03%
DETROIT FREE PRESS (e) . . . . . .  245,326      269,729     -9.05%

ST. PETERSBURG TIMES . . . . . . .  239,684      240,146     -0.19%
OREGONIAN . . . . . . . . . . . . . . . . 239,071      249,164     -4.05%
SAN DIEGO UNION-TRIBUNE . . . .  224,761      242,693     -7.39%
SAN FRANCISCO CHRONICLE . . . . 223,549      251,782   -11.21%
NEWARK STAR-LEDGER . . . . . . .  223,037      246,006     -9.34%

Source: Audit Bureau of Circulations