Wednesday, October 29, 2014
Oregonian Circulation Plunges
Update: 2016 circulation news here.
Alliance for Audited Media (AAM) reports have become worthless to track circulation statistics. AAM statistics now can count as five subscribers an individual who accesses the same newspaper edition via print, desktop, laptop, tablet, and smart phone. AAM also includes "branded" editions which are free editions made up of a tiny amount of article content and lots of advertising circulars.
So, anyone interested in serious study of a newspaper's true circulation status has to rely on the annual report (Statement of Ownership) required by law that is included in newspapers and magazines. The Oregonian prints its report in an October edition, the latest report coming out on October 17, 2014, for the daily edition.*
The news is not good. Here are the stats for 2012, 2013 and 2014.**
The September 14, 2012 (Friday) edition had a paid circulation of 219,917.
The September 13, 2013 (Friday) edition had a paid circulation of 203,051.
The September 12, 2014 (Friday) edition had a paid circulation of 163,635.
That's more than a 25% drop in two years. Ouch!
*There is also a report on the Sunday edition that was published in the October 19, 2014 (Sunday) edition.
**Comparison with AAM statistics prior to 2012 is ballpark possible, but there is a difference. For example, AAM's September 2012 paid circulation figure was 228,599 compared to the Statement of Ownership report of 219,917. AAM's figure is about 4% above the Statement of Ownership report, This could be due to the changing AAM metrics which started in 2011.