Circulation contines falling at top dailies

No surprise that newspaper circulation is down 2.5 percent at the country’s largest daily newspapers, according to Editor & Publisher. The daily newspaper industry is in a circulation decline that I don’t think it will reverse. Advertising revenue might hold on longer, but it will soon follow. Papers are trying to get the dollars moved online, but that will be difficult.

In Fortune’s Can the Washington Post survive? it was telling:

The best evidence of the difference is the fact that advertisers paid about $573 million last year to reach readers of the company’s newspapers, predominantly the 673,900 daily and 937,700 Sunday subscribers to the Post. Advertisers paid only about $103 million to reach the eight million unique visitors to the Post’s Web sites each month.

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