Newspaper circulation would seem to be in a free fall, if you just took the numbers at face value. But don’t.
In the year just past, the News increased prices 100% in single-copy daily, 33% in Sunday and 17% in home subscriptions. As a result, it took in $10 million more in circulation revenue. The newspaper is doing exactly what it should be doing: dumping marginal readers and zeroing in on a quality audience willing to pay top dollar for the product. My compliments to Jim Moroney. It’s a tough time to effect such a strategy — but it is also the right time.