Free Newspaper Circulation Rises Again, Audits Show
Iowa City, IA – October 29, 2010 – The combined circulation of free community newspapers grew 1.41% year over year, according to preliminary analysis by Circulation Verification Council. The independent, third-party reporting audit company's early data also shows an impressive yearly gain of 2.15% for free magazines, while shoppers remained stable, down less than a quarter of a percent between the second and third quarters.

The latest round of audited circulation data remain consistent with prior reports of solid, stable performance in hometown communities (http://bit.ly/24zbKH). "These are outstanding results," said Brian Gay, chairman of PaperChain and executive director of Midwest Free Community Papers, adding, "all the more so in this economic environment." Gay also drew attention to the fact that the audit results, current and historic, only tell the story of the community papers' print products. "These are honest, straightforward counts of hometown papers on the kitchen table," said Gay, "not double- or triple-counting of the same person viewing a publication across platforms and gadgets. Our digital readership is exploding, but we're not selling the same reader three times over to our advertisers."

PaperChain is your connection to local audited free community papers. Campaign Committee Chair Dick Colvin, executive director of the Texas Community Newspaper Association, touted the power of the latest circulation gains. "Our industry has a compelling story to tell advertisers: PaperChain has a combined audited circulation of over 65 million. Local advertisers have understood the power of audited free circulation for more than a generation; that's results-based appreciation. More recently, major accounts have begun to see the light," Colvin said.

But Colvin also raised the looming concern about possible confusion over standards and metrics. "Just as national advertisers and agencies have finally gotten past the ‘people only read what they pay for' myth and developed an understanding of free circulation backed by rigorous bona fides, they might get confounded by the loosened rules going into effect for other print media," he said. "I don't think the majority still can pass the last test on the electronic, bundling and one penny rules from April 2009." (Take ABC's Quiz here: http://bit.ly/7HuVeV)

PaperChain is the nation's largest integrated organization of its kind, dedicated to connecting media buyers and our industry with reliable, factual information and proven results.

The PaperChain Board of Associations includes: Association of Free Community Papers and Independent Free Papers of America (national associations); Community Papers of New England, Mid-Atlantic Community Papers Association, Midwest Free Community Papers, Pacific Northwest Association of Want Ad Newspapers, Southeastern Advertising Publishers Association and Southwestern Association of Community Publications (regional associations); Community Papers of Florida, Community Papers of Indiana and Illinois, Community Papers of Michigan, Community Papers of Ohio and West Virginia, Free Community Papers of New York, Minnesota Free Paper Association, Texas Community Newspaper Association and Wisconsin Community Papers (state associations).


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