Blog Post

WSJ.com Subscriber Figures To Be Included in Overall WSJ Circulation Figures

The implications of this are slightly unclear at this point (is this going to affect the ad sales or is it just a gimmick?): WSJ.com subscribers will now be included in the overall circulation count of Dow Jones’ tally of the Wall Street Journal’s overall paid circulation.

Although WSJ.com subscriber count is about 686,000, only those paying the full subscription rate of $79 a year – some 42 percent – are included in the Journal’s overall subscription…Joining unique subscribers to the Journal’s existing print subscriber total will boost the Journal’s overall circulation to 2,091,062. That figure includes 1,800,650 subscribers to the U.S. print edition, along with 290, 412 online subscribers.

This will make it the largest selling newspaper in U.S., with USA Today at second place with an average weekday circulation of 2,250,474.

The company also announced a new ad initiative that seeks to more aggressively market print and online subscriptions and focus on cross- promoting Journal products to customers of each edition…[High time they did that…FT.com has been doing it way better than WSJ.com].

Associated Press: “The company received approval from the ABC…in January, but waited until this period to report them in order to have a program in place that would take advantage of selling ads across both platforms.”

While the ABC has policies in place for reporting electronic editions as part of totals for paid subscriptions, the procedures are still being discussed by the group’s board and will likely evolve further before being codified in formal rules.

Related: Second Look: Are WSJ.com Numbers Really Increasing?