Various Authors noon, Dec. 8
U-T reports circulation gains, some dips, but...
Company has sold papers for a penny, which counts as paid circulation
According to data released this morning by the Alliance for Audited Media (formerly called the Audit Bureau of Circulations), the Union-Tribune's total average Sunday circulation for the six months ended March 31 rose to 409,796 from 364,454 in the same period a year ago. Monday-Friday total average circulation rose to 250,678 from 230,578. Those figures include branded print and digital editions, such as editions under a different name meant to reach those speaking an alternative language. However, in assessing circulation for the U-T, or any other newspaper, one factor is critical: A PAPER SOLD FOR A PENNY COUNTS AS PAID CIRCULATION. The U-T has been selling papers for a penny to churches and similar institutions, which then turn around and sell the paper to its members for $1 or so as a fundraising technique. So it is difficult to assess these circulation figures, or figures from other papers that sell papers for a penny each.
Total average circulation excluding branded editions reportedly rose to 310,214 from 291,054 on Sunday, but there was a slight decline Monday-Friday, to 214,351 from 217,580. Total consumer accounts reportedly rose by about 31,000 on Sunday but dropped by about 2,000 daily.