First, some background to this post - - -
The McClatchy Company’s liberal/leftist Raleigh News & Observer has not in recent years consistently reported in the print edition (or as far as I know at its online site, either) the paper’s circulation numbers as provided by Audit Bureau of Circulations.
The ABC, considered the “gold standard” for determining newspaper’s circulations, reports twice yearly circulation numbers for a sixth month period. The two periods are Oct. – Mar and Apr. – Sept.
Using the N&O’s archives I couldn’t find, for example, any news story reporting ABC numbers for either of the two most recent ABC reporting periods (Oct. ’07- Mar ’08 and Apr. ’08- Sept. ’08).
A journalist friend helped me access and navigate the ABC site. The friend showed me how to call up a list of North Carolina newspapers with their circulations for the period Apr – Sept. 30, 2008. I’ve pasted that list at the end of this post.
I also located an N&O story from May 1, 2007 that reported ABC numbers for the period from Oct – Mar. 31, 2007. (See here. Circulation numbers I cite are found in the chart which accompanies the story.)
Using numbers from the two documents and rounding to the nearest thousand, I can report:
According to the ABC for the six-month period Oct-Mar, 31, 2007, the N&O had a daily circulation (M-F) of 177,000; for the six-month period Apr-Sept. 30, 2008, the N&O had a daily circulation (M-F) of 159,000.
Thus, during the year-and-a-half-year period (Mar. ’07 to Sept. ’08) reported on here, the ABC found the N&O’s daily circulation had declined by 18, 000, which represents a daily (M-F) circulation decline of just over 10%.
Also according to the ABC, during the same year-and-a-half-year period the N&O’s Sunday circulation declined from 213,000 to 206,000. The circulation loss of 7, 000 represents a percentage decline of just over 3%.
Some perspective on those circulation losses:
Keep in mind we commonly consider circulation in year-over-year terms, while these circulation numbers cover a year-and-a-half-year period.
That said, the circulation declines reported here have to be very, very troubling to anyone who wishes the N&O well.
During the same time period considered here, population growth in the N&O’s circulation area has been strong (statistical data on recent growth are not yet available. County planners and real estate people I spoke with for this post agreed a combined estimate of population growth per annum of 3% for Johnson, Wake, Durham and Orange Counties which include the N&O’s major circulation area is a reasonable estimate).
The N&O has no real newspaper competitor. The closest to one is the Durham Herald Sun.
During the same time period looked at here and again using ABC numbers, the H-S daily and Sunday circulations each dropped from 37, 000 both daily (M-F) and Sunday to 30,000 (daily) and 29,000 (Sunday).
Since few people here have ever subscribed simultaneously to the H-S and N&O, the H-S’s loss of readers presented the N&O with a splendid opportunity to pick up a good number of those 7,000 (daily) and 8,000 (Sunday) former H-S readers.
For almost four years as the H-S’s circulation has been both daily and Sunday more than 20,000 the N&O has made a major efforts to sign those former H-S readers up.
I’ll say more about how successful the N&O has been signing up those 20,000 or so former H-S readers in a future post. I mention them here only to add to the perspective you can bring to the N&O’s circulation declines.
Look for another post in a day or so on the N&O’s circulation situation.
In the meantime, those of you interested in Man’s capacity for self-deception may want to read this Mar. 30, 2008 post: N&O says it’ll be “greater than ever.”
US NEWSPAPER - SEARCH RESULTS
Search Type: United States | Circulation averages for the six months ended: 9/30/2008 |
State: North Carolina |
Selection: No city submitted (Contains) |
Sort By: Title ASC |
Results Found: 61 |
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Preliminary figures subject to audit as filed with the Audit Bureau of Circulations. * Total Circulation = Total Average Paid Circulation |
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Publication Name | Frequency | Circulation Type | Total Circulation* | Filing Status |
ADVANCE, ELIZABETH CITY (PASQUOTANK CO.) | E (M-SAT) | DLY | 9,990 |
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ADVANCE, ELIZABETH CITY (PASQUOTANK CO.) | SUN | DLY | 9,811 |
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CARTERET COUNTY NEWS-TIMES, MOREHEAD CITY-BEAUFORT (CARTERET CO.) | WED & FRI | WKL | 9,515 |
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CARTERET COUNTY NEWS-TIMES, MOREHEAD CITY-BEAUFORT (CARTERET CO.) | SUN | WKL | 10,924 |
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CITIZEN-TIMES, ASHEVILLE (BUNCOMBE CO.) | AVG M (M-F) | DLY | 49,729 |
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CITIZEN-TIMES, ASHEVILLE (BUNCOMBE CO.) | SUN | DLY | 56,621 |
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CITIZEN-TIMES, ASHEVILLE (BUNCOMBE CO.) | SAT M | DLY | 44,489 |
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DAILY NEWS, WASHINGTON (BEAUFORT CO.) | M (M-SAT) | DLY |
| N/F |
DAILY NEWS, WASHINGTON (BEAUFORT CO.) | SUN | DLY |
| N/F |
DISPATCH, HENDERSON (VANCE CO.) | SUN | DLY | 7,461 |
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DISPATCH, HENDERSON (VANCE CO.) | M (TUE-SAT) | DLY | 7,274 |
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DISPATCH, LEXINGTON (DAVIDSON CO.) | E (M-SAT) | DLY | 9,728 |
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ENQUIRER-JOURNAL, MONROE (UNION CO.) | M (TUE-SAT) | DLY | 7,666 |
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ENQUIRER-JOURNAL, MONROE (UNION CO.) | SUN | DLY | 7,934 |
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ENTERPRISE, HIGH POINT (GUILFORD CO.) | M (M-SAT) | DLY | 18,693 |
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ENTERPRISE, HIGH POINT (GUILFORD CO.) | SUN | DLY | 21,632 |
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GAZETTE, GASTONIA (GASTON CO.) | SAT M | DLY | 27,064 |
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GAZETTE, GASTONIA (GASTON CO.) | AVG M (M-F) | DLY | 26,979 |
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GAZETTE, GASTONIA (GASTON CO.) | SUN | DLY | 29,454 |
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HERALD, SANFORD (LEE CO.) | SUN | DLY | 8,645 |
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HERALD, SANFORD (LEE CO.) | M (TUE-SAT) | DLY | 8,758 |
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HERALD-SUN, DURHAM (DURHAM CO.) | SAT M | DLY | 24,965 |
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HERALD-SUN, DURHAM (DURHAM CO.) | SUN | DLY | 30,192 |
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HERALD-SUN, DURHAM (DURHAM CO.) | AVG M (M-F) | DLY | 29,449 |
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JOURNAL, WINSTON-SALEM (FORSYTH CO.) | SUN | DLY | 89,645 |
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JOURNAL, WINSTON-SALEM (FORSYTH CO.) | SAT M | DLY | 81,332 |
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JOURNAL, WINSTON-SALEM (FORSYTH CO.) | AVG M (M-F) | DLY | 76,461 |
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MOUNTAINEER, WAYNESVILLE (HAYWOOD CO.) | MON, WED & FRI | WKL |
| N/F |
NEWS & OBSERVER, RALEIGH (WAKE CO.) | SUN | DLY | 205,654 |
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NEWS & OBSERVER, RALEIGH (WAKE CO.) | SAT M | DLY | 165,255 |
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NEWS & OBSERVER, RALEIGH (WAKE CO.) | AVG M (M-F) | DLY | 158,573 |
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NEWS & RECORD, GREENSBORO (GUILFORD CO.) | AVG M (M-F) | DLY | 77,587 |
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NEWS & RECORD, GREENSBORO (GUILFORD CO.) | SUN | DLY | 97,177 |
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NEWS & RECORD, GREENSBORO (GUILFORD CO.) | SAT M | DLY | 78,295 |
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NEWS HERALD, MORGANTON (BURKE CO.) | M (M-F) | DLY |
| N/F |
NEWS HERALD, MORGANTON (BURKE CO.) | SUN | DLY |
| N/F |
NEWS-ARGUS, GOLDSBORO (WAYNE CO.) | SUN | DLY | 20,617 |
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NEWS-ARGUS, GOLDSBORO (WAYNE CO.) | E (M-F) | DLY | 17,817 |
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NEWS-TOPIC, LENOIR (CALDWELL CO.) | M (TUE-SAT) | DLY | 8,352 |
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NEWS-TOPIC, LENOIR (CALDWELL CO.) | SUN | DLY | 8,014 |
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OBSERVER, CHARLOTTE (MECKLENBURG CO.) | SUN | DLY | 252,300 |
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OBSERVER, CHARLOTTE (MECKLENBURG CO.) | AVG M (M-F) | DLY | 193,577 |
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OBSERVER, CHARLOTTE (MECKLENBURG CO.) | SAT M | DLY | 219,883 |
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OBSERVER, FAYETTEVILLE (CUMBERLAND CO.) | AVG M (M-F) | DLY | 58,758 |
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OBSERVER, FAYETTEVILLE (CUMBERLAND CO.) | SUN | DLY | 64,177 |
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OBSERVER, FAYETTEVILLE (CUMBERLAND CO.) | SAT M | DLY | 59,583 |
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POST, SALISBURY-SPENCER-EAST SPENCER (ROWAN CO.) | M (M-SAT) | DLY | 21,389 |
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POST, SALISBURY-SPENCER-EAST SPENCER (ROWAN CO.) | SUN | DLY | 21,886 |
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RECORD & LANDMARK, STATESVILLE (IREDELL CO.) | SUN | DLY | 16,545 |
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RECORD & LANDMARK, STATESVILLE (IREDELL CO.) | M (M-SAT) | DLY | 13,269 |
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REFLECTOR, GREENVILLE (PITT CO.) | SAT M | DLY | 18,746 |
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REFLECTOR, GREENVILLE (PITT CO.) | SUN | DLY | 21,378 |
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REFLECTOR, GREENVILLE (PITT CO.) | AVG M (M-F) | DLY | 20,709 |
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STAR-NEWS, WILMINGTON (NEW HANOVER CO.) | SUN | DLY | 52,216 |
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STAR-NEWS, WILMINGTON (NEW HANOVER CO.) | AVG M (M-F) | DLY | 45,681 |
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STAR-NEWS, WILMINGTON (NEW HANOVER CO.) | SAT M | DLY | 45,869 |
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TELEGRAM, ROCKY MOUNT (EDGECOMBE & NASH COS.) | SUN | DLY | 15,880 |
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TELEGRAM, ROCKY MOUNT (EDGECOMBE & NASH COS.) | M (M-SAT) | DLY | 13,261 |
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TIMES-NEWS, HENDERSONVILLE (HENDERSON CO.) | SUN | DLY | 16,893 |
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TIMES-NEWS, HENDERSONVILLE (HENDERSON CO.) | SAT M | DLY | 16,245 |
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TIMES-NEWS, HENDERSONVILLE (HENDERSON CO.) |
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