New circulation numbers are out for The Star, and they are grim.
The only comfort Star management can take in these statistics is that the hometown paper has a lot of company from many other major metropolitan dailies.
The statistics come from the Alliance for Audited Media, a nonprofit organization financed by media companies. Among other things, AAM puts out quarterly circulation reports for newspapers.
For the quarter ending Sept. 30, the average, paid circulation for the print version of the Sunday Star was a measly 119,892.
Average Monday-Friday, paid circulation was 78,122.
Another 10,000 or so people have stand-alone, digital subscriptions to the Sunday Star. (Print subscribers automatically get digital subscriptions.) The 10,000 figure strikes me as very puny, considering the core, five-county metro area has a population of about 1.7 million.
Let me put the print circulation numbers in perspective.
:: In September 2009, Sunday circulation stood at nearly 308,000, meaning the paper has lost nearly 200,000 Sunday subscribers in eight years.
:: As recently as the late 1990s, The Star’s Monday-Friday circulation was well into the 200,000s, and the paper mounted a marketing campaign designed to propel weekday circulation to 300,000 by the year 2000. It never got close.
:: My first newspaper job was with The Kentucky Post and Times-Star, which was a one-section wrap-around to the Cincinnati Post and Times-Star. In 1968, our section, which went to northern Kentucky residents, had a weekday circulation of about 50,000, which I considered piddly. The Star’s weekday circulation is now bordering on piddly.
The circulation decline for The Star and many major metropolitan dailies can only be described as precipitous. In just the last two years, The Star’s Sunday circulation has plunged by more than a third, and Monday to Friday circulation has dropped more than 25 percent.
A few days ago, I put in a call to Phil Schroder, The Star’s vice president of “audience development,” hoping to speak with him about the Star’s circulation, but I did not get a return call.
…Where is this headed, and what does it mean? Let me quote a friend — a retired, long-time Star reporter — with whom I spoke recently:
“What we’re talking about now is a long, ugly drag to the bottom.”
Gulp…
If it wasn’t clear earlier why The Star’s owner, McClatchy Co., is selling assets, like the 18th and Grand headquarters building, it is now. (McClatchy also had a deal in place to sell and then lease back The Star’s green-glass printing plant a block to the east, but it scrapped that deal before it closed.)
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Here are some third-quarter statistics from other major metropolitan dailies…
St. Louis Post-Dispatch (Lee Enterprises, owner): Sunday print circulation, 135,998; daily circulation, 87,567.
Miami Herald (McClatchy): Sunday, 118,893; daily, 70,492
Fort Worth Star-Telegram (McClatchy): Sunday, 113,135; daily, 60,691
The Courier-Journal (Louisville, KY, owned by Gannett): Sunday, 112,145; daily, 72,356
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Newspapers used to be cash cows, generating returns on investments of 30 percent or more. That’s all changed. Some media companies that owned TV stations and newspapers have spun off their newspapers and created new TV-based companies free of the debt and cash-flow drain of the newspapers.
The most significant change in the newspapers industry’s revenue model is that, in the past, advertising provided the vast majority of newspaper revenue, allowing prices for the print product to be set very low. Some of you, I’m sure, remember when you could buy the daily paper for a dime. The last 15 years or so, however, people have turned more and more to the Internet for their news, and advertisers have followed. With advertising revenue way down, newspapers have had to shift a greater share of the revenue burden onto circulation, and that can only be achieved by raising subscription rates.
The Star, for example, has now set subscription renewal prices at $800 or more a year for ongoing subscribers. Renewal rates are negotiable, however, and the only hard-and-fast rate being or one-year, start-up subscriptions. Nevertheless, The Star is losing a lot of subscribers because some people don’t want the hassle of negotiating and others aren’t willing to pay the final rate they’re quoted.
Where The Star and most other major metropolitan dailies erred early on was giving away their content on the Web. It is very difficult to get people to pay for anything that starts out free…Remember the outcry that erupted 15 or 20 years ago after Kansas City announced it was going to stop providing residents with free trash bags? Similarly, it’s been extremely challenging to get people to start paying for newspaper content they used to get gratis. A lot of people simply won’t pay — even though online subscriptions cost a very reasonable $13 a month.
All in all, newspaper companies are caught in a descending spiral, and the bottom is not in view. To play off the old wheel-of-fortune ditty…down and down it goes, where it stops nobody knows.













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