Susan Luzzaro 6:30 p.m., July 31
U-T's Combined Paper and Online Edition Lose Market Share in County, According to Report
In a new report, Scarborough Research has found that most metropolitan daily newspapers, including the Union-Tribune in San Diego, are losing market share in their combined print and online editions. The April 25 issue of Editor & Publisher, media trade newspaper, summarized the Scarborough findings. Of 20 metro dailies, only two -- in Atlanta and Portland, Oregon -- extended their reach this year compared with 2007. Scarborough measured adults in a market who read or looked into daily and Sunday editions over seven days, as well as those who visited the papers' web sites in the same period. The Union-Tribune's online edition reached 18 percent of the market this year, up from 16 percent last year. But the print newspaper's market share dropped to 54 percent from 57 percent; hence the overall market penetration dropped to 59 percent from 61 percent. This is about the same magnitude of decline as other metro dailies suffered. On Monday, the Audit Bureau of Circulations reports on newspaper circulation for the six months ended in March. I will have those results on this blog Monday morning.