... the stories I saw all ignored a couple important factors. Newspapers have been pruning far-flung circulation for several years because it costs too much to deliver and delivers too little revenue to justify the costs...
And the national stories made no attempt to delve into how the sluggish national economy has affected newspaper circulation.
At the Herald, for example, we cut off about 1.5 percent of our circulation — about 600 papers — in the last year because it cost too much to deliver them to areas in the Columbia Basin.
We hated to do it, but it just didn’t make financial sense when gasoline costs have skyrocketed as advertising revenues slumped.
And the numbers at his own paper? Robertson lays out the percentages but not the actual numbers.
Our Sunday circulation slipped 5.7 percent, our daily 7.8 percent. Subtract the 1.5 percent that we cut on purpose, and the erosion is 4.2 percent Sunday and 6.3 percent daily.
But did the Herald lop off the 600 newspapers in the Columbia Basin in the last 6 months? That seems important since Robertson's beef is with news reports about the Audit Bureau of Circulations report on circulation in the last 6 months reporting period.
I'll post the actual numbers for the Tri-City Herald's drop in circulation tomorrow.