For newspapers, not all circulation drops are bad

10/1/2007 | NYTimes.com

Major U.S. newspapers are selling around 10% fewer editions compared to 2000, a loss that is due in part to the Web but also an intentional decision by publishers to save on marketing and delivery costs by cutting circulation. The subscription "churn rate" -- the number of people who cancel their newspaper each year divided by the total number of subscribers -- has gone down from 54% in 2000 to 36% last year, according to the Newspaper Association of America.

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