Sunday circulation numbers remain strong, but weaknesses persist

11/19/2012 | Poynter.org

Although Sunday paid circulation numbers have been a bright spot for newspapers, they may not be all they seem, writes Rick Edmonds. The end of the super-couponing fad has hurt Sunday papers, and the circulation revenue that comes from paid online subscriptions is less valuable, due to marketing dollars spent, than the ad revenue it might be replacing. Growth has been chiefly seen in the nation's 40 largest papers, which have circulations in excess of 250,000, according to an analysis by John Murray of the Newspaper Association of America.

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