Print Circ Continues Overall Decline; Audience-FAX Launches To Track Combined Print/Online Reach

The semi-annual FAS-FAX report from the Audit Bureau of Circulations came out today with the now-routine drops in circulation and some unexpected increases. At the same time, ABC, Scarborough Research and the Newspaper Association of America took another step in the direction of quantifying overall newspaper audience online and in print with the launch of Audience-FAX.

Print: Overall, print circulation for dailies dipped 2.5 percent during the six months ending Sept. 30 while Sunday papers dropped 3.5 percent. Some drops were intentional as the New York Times (NYSE: NYT) and other cut back on less valuable circulation or raised prices knowing it would result in some decline. A small number of papers did manage to see a slight rise in circulation, including USA Today, The Philadelphia Inquirer, The Houston Chronicle and The St. Petersburg Times. E&P has the details.

Online: Audience-FAX integrates newspaper circulation numbers, readership rates and online audience visits with its U.S. media statements. The joint effort of ABC, Scarnborough and the NAA also incorporates some online data from Nielsen//NetRatings, comScore (NSDQ: SCOR) Inc. and Omniture; 206 papers are participating in the launch. The free database hosted by Scarborough generates a variety of custom reports; it requires registration.Release

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