Update at the end of the post.
Today, we’ll take a look at the Journal Gazette’s circulation numbers. As a follow-up and to be fair, down the road a bit we’ll feature the News Sentinel’s numbers.
From the Audit Bureau of Circulations (3/31/04-3/31/09)
THE JOURNAL GAZETTE (Monday-Saturday Morning)
Metro Population (Adults 18+) 305,017
NDM* Households – 130,547
NDM Circulation – 39,328
Market Penetration – 30%
The Newspaper Designated Market *(NDM) is determined by the newspaper. There are in fact 162,200 households in Allen County, which gives the JG an effective penetration of only 24.2%. That means almost 76% of the local market no longer receive the Journal Gazette.
Circulation can be a mysterious number. I know that I get at least 30-40 free JG’s stuffed in my box every year. They go in the trash. That’s not market penetration, it’s landfill penetration. I’d hedge a bet the freebies are at least 2-3,000 per week.
From the report:
Some newspapers may count bulk sales at discounts up to 75% of cover price under ABC’s recent third-party-sales rule change.
Bottom line, the JG is becoming the bottom liner for a lot of bird cages.
Makes you wonder if Jaclyn Youhana has her resume up-to-date. I’m just saying..
UPDATE: I’ve known for quite some time the JG subscribes to updates of this site. Pat White does as well. Here’s the JG checking out this article only 9 minutes after I posted it. They use phony email addresses to get the updates. Go figure.
IP Address 204.106.7.# (Fort Wayne Newspapers)
ISP Fort Wayne Newspapers
State : Indiana
City : Fort Wayne
Visit Length 55 seconds
Page Views 4
Visitor’s Time Oct 27 2009 5:41:25 pm
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Tags: Jaclyn Youhana, Journal Gazette, Newspaper Circulation
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Those numbers are incredible. But the newspapers have had their own troubles when trying to influence advertisers using their electronic competitors.
A number of years ago Fort Wayne Newspapers, the JOA of the Journal Gazette and News Sentinel got into some legal trouble with Arbitron, the primary audience measurement service for Radio. Seems an over zealous manager in their Marketing department built a series of promotional ads in the papers designed to dissuade advertisers from “wasting” their budgets on radio and TV. This marketing genius, either by design or by stupidity, totally distorted the ratings for local radio. Not only did these ads contain misleading information, but they also published Arbitron’s ratings without permission. A local radio manager, and subscriber to Arbitron, sent the ads to Arbitron who’s lawyers then contacted FWN complaining the paper exceeded “fair use” of their product by featuring it in an ad and that FWN’s faulty analysis made Arbitron’s product useless and of no value to their subscribing clients. After much pissing and moaning, an out of court settlement was reached. FWN got a new Marketing manager shortly after……
Maybe if the guy(s) editing the paper weren’t a bunch of kool-aid drinking liberals the news they print would be worthy of reading and people would actually buy the paper.
Of course, there is the Internet thing also.
Hubby subscribes to the JG, I subscribe to another area paper. I won’t use the JG to line my parrots cage, it’s not good enough for him!
Okay, I’m guilty of getting the J-G…
And I do line the cat’s litter pan with it…LOL
But one thing I like…we’re the ONLY ones that get ANY paper in our immediate area…LMAO!
We’re probably the ONLY ones that can also READ (something other than a postal scale…lol)..or even give a damn about thingsbecasue they AFFECT US…(there goes the neighborhood…again.)
I’d much prefer the N-S…if it had a morning edition AND a Sunday edition.
(better reporting but no Garfield comics…darn it…such decisions)
Speaking of Pat White, when did he stop covering meaty local issues and become Tom Henry’s waterboy?
Jasoon, He became waterboy when Tom Henry became a candidate for mayor.
He’s just made himself irrelevant.
If only Pat’s inane laughter could be translated into text I’d add it as a response.
A comment like “That means almost 76% of the local market no longer receive the Journal Gazette.” implies that 76% EVER receieved the journal gazette.
“They go in the trash. That’s not market penetration, it’s landfill penetration”… please consider recycling, after all you are paying for it if you use it or not.
I admit to subscribing to the Sunday JG. My wife wants the inserts. So, the paper is really just a wrapper for all those Menards, Kohl, Scotts, etc ads. Also subscribe to the NS but it’s pretty stale by the time I read it.