OLD Media Moves

Wall Street Journal circulation flat but positive

October 21, 2008

Jennifer Saba of Editor & Publisher reports that when the Wall Street Journal discloses its latest circulation figures, overall subscribers will be flat. But that’s OK.

Saba writes, “The paper grew its individually paid circulation, the most important metric, by 2.4% to 1,426,743 copies. At the same time, it chopped its other-paid circulation, which is considered less valuable by advertisers. The Journal reduced other paid by 16% this reporting period to 229,534. The category includes employee, hotel, Newspapers in Education, and third-party copies.

“More good news for its subscription-based Web site: Subs at WSJ.com are up 7.4% to 1,063,000 compared to the same period a year ago. Additionally, visitors to WSJ.com advanced 137% year-over-year.

“‘The Journal franchise has made significant investments in its print and online properties over the past year while many news organizations are cutting back,’ Paul Bascobert, chief marketing officer at Dow Jones & Co., said in a statement. ‘Readers have cast their vote of approval in the extensive investment in the Journal franchise.'”

Read more here.

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