Circulation makes a move up

I work at a 10K twice-weekly and we just got a notice at our last staff meeting that circulation #s...get this...have gone up recently. I'm thinking it's an uptick from our recent mass circulation issue that goes out with a special deal for new subscribers...but hey, I'll take it. Been awhile since we've had encouraging news on that front.

 

I don't trust circulation numbers one bit unless there have been new homes and apartments built recently

 

This happened about a year ago at my last shop. They made the announcement that circulation was up for the first time in six or eight quarters, but it turned out subscriptions were roughly the same. They increased the number of street boxes because they saw it as a good way to boost circulation to increase ad sales and get cheap advertising.

Your company controls its own circulation. Never forget that.

 

This may have to do with the changes in the way the ABC reports circulation. They've cautioned against comparing the most recent numbers to previous ones because the rules have changed.

http://www.medialifemagazine.com/artman2/publish/Newspapers_24/Major-changes-in-newspaper-circ-tallies.asp

 

Flex,

Great that circ looks positive. But what of advertising?

 

We haven't lost much lately either, and I sort of trust our circ director.

 

We just had a bit of good news, as well. On our advertising side, our manager just made the biggest sale of the year.

 

A friend told me that his circulation director told a newspaper delivery team in need of plastic wrap on a Saturday: It's not my problem now.