For many years, newspaper and magazine publishers have been faced with the reality of falling circulation numbers, and 2010 was no different for most publishers.
According to numbers released in October 2010 from the Audit Bureau of Circulation, the average daily circulation for newspapers fell 5 percent during the time period of April through September. That latest drop was actually an improvement from the previous period of October 2009 through April 2010 during which the daily circulation fell 8.7 percent. Of the top 25 biggest newspapers, The Wall Street Journal and The Dallas Morning News were the only two to post a gain.
As for magazines, they are suffering as well. During the first half of 2010, newsstand sales dropped 5.6 percent according to the Audit Bureau of Circulation. However, total circulation was only down 2.3 percent from the previous period. It wasn’t all bad news for magazine sales though. House Beautiful was up 34.6 percent from the last year, More was up 16.3 percent, and People Stylewatch was up 15 percent.
Falling newspaper and magazine circulation is bad for business in many ways. When the numbers fall, so do the companies who once used to advertise with them. It’s an unfortunate effect that adds to the already bleak reality.
As their newspaper and magazine circulation numbers continue to decline, media companies are looking for ways to keep up with their biggest enemy, the Internet. Consumers don’t really feel the need to buy a newspaper or magazine from the store or a newsstand if they can get the same information from the internet, not only quicker, but for free as well. Media companies will need to adapt to the technology and their competitors if they would like to continue to sell magazines and newspapers.
– Amy Block