Los Angeles Times Reports September Circulation
October 28 2004 - 11:00AM
PR Newswire (US)
Los Angeles Times Reports September Circulation LOS ANGELES, Oct.
28 /PRNewswire/ -- For the six months ended Sept. 30, 2004, the Los
Angeles Times reported Monday-Saturday average daily circulation of
902,164, a decline of 5.6 percent compared with the prior year, and
Sunday circulation of 1,292,274, a decline of 6.3 percent from the
prior year, according to figures filed with the Audit Bureau of
Circulations (ABC), subject to audit. Circulation was largely
affected by two developments: the impact of the national Do Not
Call law on telesales operations and a deliberate decision to
reduce third-party sponsored home delivery and single copy bulk
sales. "Historically the Los Angeles Times has been heavily
dependent on telemarketing to drive home delivery circulation
growth. The September declines primarily reflect the impact of the
Do Not Call law," said John Puerner, publisher. "As we transition
to more targeted sales channels, we're investing heavily in
database marketing systems and capabilities to improve our ability
to grow readership and target higher-quality circulation through
direct mail and other efforts. "In addition, we've made a
deliberate decision to reduce less profitable circulation, such as
third-party sponsored home delivery and single copy bulk sales,"
added Puerner. The Los Angeles Times remains the largest newspaper
in California and the West with 2.4 million readers daily and 3.5
million on Sunday, according to Scarborough's most recent 2004
release, and still surpasses any other media outlet in the L.A. DMA
in terms of the number of households reached. The Los Angeles
Times, a Tribune Publishing company, is the largest metropolitan
daily newspaper in the country and the winner of 35 Pulitzer
Prizes, including five this year -- the second-largest yearly total
in the history of the awards. The Times publishes five daily
regional editions including the Los Angeles metropolitan area,
Orange and Ventura counties, the San Fernando Valley, and an Inland
Empire edition covering Riverside and San Bernardino counties as
well as a National edition. Additional information about The Times
is available at http://www.latimes.com/mediacenter. DATASOURCE: Los
Angeles Times CONTACT: Martha Goldstein of Los Angeles Times,
+1-213-237-3727, Web site: http://www.latimes.com/mediacenter
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