Milwaukee Journal Sentinel Shows Strong Circulation Numbers
by Simone Rogers, age 15
While many newspapers in Wisconsin are seeing a drop in their hard copy circulation count, the Milwaukee Journal Sentinel’s readership has actually grown according to The Audit Bureau of Circulation.
In the latest reporting period, the daily edition average circulation was 188,819. Sunday edition figures were approximately 326,262. These numbers, however, are not directly comparable to last year’s because of the Bureau’s recent rule changes regarding what it counts as circulation. According to the bureau’s previous rules, current circulation numbers seem to indicate a slight increase in daily circulation, while the Sunday distribution is slightly down.
The Journal Sentinel plans to launch its new business model “ JS Everywhere” in 2012. It will be a subscription-based model that will include print, online, social media and tablet content. According to Hugh McGarry, senior vice president of sales and marketing, “ We’ll have an opportunity to add even more subscribers next year because we’ll be able to count the digital that we have in the paid model.”
The latest Audit Bureau of Circulation report ranked the Wall Street Journal as the leader in average weekday circulation. USA Today came in second, and the New York Times was third. When the New York Times began charging online fees, or requiring a print subscription for access to its online and mobile sites for services, its circulation grew. In an effort to continue its growth, the Milwaukee Sentinel Journal plans to use similar as models.
[Sources: Milwaukee Journal Sentinel; Wisconsin State Journal]