I mentioned in the previous post that the circulation numbers are out again. Every six months the Audit Bureau of Circulations publishes its report and every six months I point out that the Republic's circulation has fallen another 3 or 4 percent. Whatever. I actually try to make Espresso Pundit reasonably interesting and reprinting the exact same story every six months is so...so...print media.
There were however, a couple of interesting nuggets in today's story. First, the Republic's circulation was down 4.7 percent, which is a little higher than I would expect considering that Arizona is the fastest growing state in the nation.
However the real news was reported on one of the blogs that covers Gannett. Gannett Blog serves the dual purpose of giving Gannett insiders a place to vent and giving Gannett watchers a place to learn. Here's a comment that was posted earlier today.
"News flash -- don't believe anything you are told from Corporate about the Go4 websites. I can tell you we are hemorrhaging pageviews. There will be a lot of money going back to advertisers because pageviews are not delivering the impressions to advertisers."
I've often mentioned that the web will never replace the advertising dollars that are being lost due to reduced circulation. That's because advertisers are only willing to pay about 1/100 as much for a dedicated web reader as compared to an actual subscriber. But I had at least assumed that traffic at the major media websites would continue to grow.
Now we hear that web traffic is falling--possibly even faster than print circulation. Golly, if you work at the paper that must, you know, really suck.