Alan Mutter’s analysis of the continuing slump in circulation of US newspapers is sobering.
Based on the record 3.5% drop in daily circulation reported today for the nation’s largest newspapers, it appears that average daily circ this year will be no better than 50 million. If so, that would be the lowest level since 1946, when daily sales averaged 50.9 million, according to statistics provided by the Newspaper Association of America.
I know that from newsagent sales data, over the counter sales are down year on year to January 2008. City and suburban newsagents and down 3.8% while rural and down 3.1% – using unit sales (and not revenue) as the measure. This data is from a benchmark study of 89 newsagents.
The pressures US newspapers are under will hit here. This is another reason Australian newsagents need to be looking at their model.