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NAA’s Circulation Facts, Figures, and Logic

[NAA] Newspaper Circulation Performance Data for Newspaper Marketing Executives: For the last 15 years NAA has captured internal performance data from U.S. and Canadian newspapers and published the findings in the Circulation Facts, Figures, and Logic series.  

Circulation remains a business of numbers, which is perhaps why NAA’s Business Development department decided to continue to invest in this comprehensive, biennial study of newspaper circulation and marketing practices. Two factors contribute to the value of this study: strong participation and the use of standardized questions that have permitted trend analysis over the study’s 15-year history. 

Combined, these factors provide newspaper executives with a study that includes industry performance data that can support benchmarking with internal metrics.  It is information that is often used in the development of marketing plans, budgets, and long-term capital planning. The 2009 Circulation Facts, Figures, and Logic edition is currently available and can be ordered here.

Additional NAA Resources for Audience, Readership and Circulation data:

Newspaper Audience Profile Data : NAA research on the profile of home delivery and single copy newspaper readers for both daily and Sunday, and online users.

Newspaper Circulation Trend Data : Total weekday and Sunday U.S. circulation trend information from 1940 to the latest available data.

NAA Single Copy Buyer Study : This publication documents the findings from the most comprehensive study NAA has ever conducted of single copy readers. Based upon the responses of 5,000 single copy purchasers learn how to reach the infrequent and younger buyer and the role that price plays in the decision making process.

Understanding the Value of Newspapers : The Relationship Between Price Paid and Readership This research examines the effectiveness of a number of circulation sales programs, including home-delivered, third-party sales, promotions that add additional days to weekend subscribers; long-term deep discounts; and third-party sales distributed as pick-up copies in diners, coffee shops, waiting rooms and on college campuses. The result challenges the assumptions that there is a direct relationship between the amount a reader pays for a newspaper and the reader’s value to advertisers.

Additional Newspaper Readership Research : Nationally syndicated readership data and NAA audience research is available from a number studies examining print and online audiences, newspaper reader engagement and behavior of the single copy buyer.

For further information, please contact John Murray at (571) 366-1030 or john.murray@naa.org.


2009 NAA Circulation Facts, Figures & Logic: Now Available!

The NAA Business Development Department has released findings of the 2009 study. This is the comprehensive survey NAA conducts every other year and this installment is the basis for the 2009 Circulation Facts, Figures, and Logic publication.

  The 2009 edition of NAA’s “Circulation Facts, Figures & Logic” is the newest installment of the ongoing NAA study that has documented fundamental changes in marketing the daily newspaper. This year’s publication also provides insight into the emergence of a new newspaper business model. Continual change is necessary to meet the evolving needs of readers and advertisers. This year’s study was conducted in the midst of newspapers responding to pronounced changes in how consumers gather news and information and an economy that impacted the advertising revenue of every participant. The result has been tough business decisions, many of which have had very positive outcomes that reflect well on the resiliency and resourcefulness of the managers at the local level.

Circulation departments have changed marketing strategies in their efforts to build readership while intensifying their focus on revenue and managing expense. This year’s installment of “Circulation Facts, Figures & Logic” captures very basic changes in the decision-making process in the circulation department. Regardless of the reason, change makes the measurement tools in this study all the more critical.

The strategic element of achieving operational efficiencies is evident in many facets of today’s circulation approach. Newspapers are taking excess capacity out of the system through partnerships, alliances and consolidations. This is evident in the most fundamental way as the study documents the industry’s progress toward the reality of a single newspaper carrier traveling down each street delivering multiple titles.

The strategy and execution apparently is working in many ways, including these:

    The performance metrics in service remain at a level comparable to those in earlier studies.

  • Almost three-fourths of total paid circulation remains home delivered.
  • Newspapers continue to add single-copy outlets to reach occasional readers.
  • Despite more aggressive pricing, subscriber churn is at the lowest level since NAA established the industry performance metric almost 15 years ago. Newspapers have successfully combined technology and outsourcing to maintain service while lowering call center and subscriber communication expenses.

Newspaper marketers are also having success taking cost out of the system by rethinking the traditional way they do business. The strategy is a combination of streamlining the distribution function, fulfillment, and product development process; restructuring the traditional circulation department, and achieving new efficiencies through outsourcing and applying technology.

Circulation remains a business of numbers, which is perhaps why NAA’s Business Development department decided to continue to invest in this comprehensive, biennial study of newspaper circulation and marketing practices. Two factors contribute to the value of this study: strong participation and the use of standardized questions that have permitted trend analysis over the study’s 16-year history.  Combined, these factors provide newspaper executives with a study that includes industry performance data that can support benchmarking with internal metrics.  It is information that is often used in the
development of marketing plans, budgets, and long-term capital planning.

The 2009 Circulation Facts, Figures, and Logic edition is currently available and can be ordered here.


RESOURCES: Previous Circulation Surveys

Download PDF The 2007 edition of NAA’s Circulation Facts, Figures, and Logic documents the impact of newspapers shifting their resources to acquire longer retention subscriptions and increasing the availability of the newspaper to sustain single copy sales. 2007 Circulation Facts, Figures & Logic captures data provided by more than 500 newspapers and provides more than a decade of trend information on circulation sales, service, and distribution performance. The publication provides the standardized performance measures and trend analysis that newspaper executives use for benchmarking, budgeting, and strategic planning. An ideal resource for circulation, marketing and research professionals, the 2007 edition documents changes in subscription sales strategies, subscriber retention data by sales source, single-copy sales by outlet, and an in-depth look at other aspects of newspaper marketing from distribution zoning capabilities to customer service metrics.
Download PDF 2005 Circulation Facts, Figures & Logic
This publication reports the results of NAA’s biennial Circulation Survey and provides the standardized performance measures and trend analysis that newspaper executives use for benchmarking, budgeting, and strategic planning. An ideal resource for circulation, marketing and research professionals, this year’s edition documents changes in newspaper subscription sales strategies, subscriber retention data by sales source, single-copy sales by outlet, and an in-depth look at other aspects of newspaper marketing from distribution to zoning capabilities to customer service metrics.
Download PDF 2003 Circulation Facts, Figures & Logic
Over the course of many years, NAA has published Circulation Facts, Figures and Logic to document the continuing evolution of newspaper marketing, and the 2003 edition aptly fulfills this responsibility. Circulation executives thrive on success that can be measured. NAA’s circulation marketing department responds to this passion by conducting a comprehensive, biennial study of newspaper circulation and marketing practices across North America to share with the industry. It provides circulation executives a study that provides industry performance data, supports internal metrics and provides the data needed for developing marketing plans, and capital planning.
Download PDF 2001 Circulation Facts, Figures & Logic
This 2001 edition of Circulation Facts, Figures and Logic also contains data that has not been measured previously. This survey captures additional information on newspaper discounting practices, distribution center operations, retail sales outlets and zoning capabilities. The organization of the data in the report is also different this year. After the executive summary and the latest readership data follows the section “The Logic” which highlights findings and NAA’s Circulation Facts, Figures, and Logic: A Central Online Resource for Circulation

Written by gr.mme.observer

10 Νοεμβρίου 2009 στις 8:01 πμ

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