Understanding News Media Circulation vs Readership: Why It Matters

“I bet this makes you mad.”

It was a comment to me made by one of my six friends at a restaurant as they passed around the Laramie Boomerang, the newspaper I was publishing at the time. 

“Why?” I asked.

“Because we’re not each paying for our own paper,” he replied. 

I chuckled. “Well, I sure would prefer that you each ponied up the 50 cents to get your own copy, but this is an excellent example of newspaper readership as opposed to its circulation.

“And it’s readership that matters.”

Newspaper Circulation

Circulation refers to the number of copies of a newspaper that are distributed on an average day. This metric includes both paid subscriptions and single-copy sales. 

Circulation numbers are relatively straightforward and are often verified by newspaper annual self-reports, such as their annual statements of ownership, as well as third-party organizations like the Audit Bureau of Circulations (ABC) or the Alliance for Audited Media (AAM).

Circulation data helps advertisers understand how many physical copies of a newspaper are reaching the public. 
In the case of my cheap friends at the restaurant, that was one paper of the total circulation. 

Newspaper Readership

Readership, on the other hand, estimates the number of people who actually read the newspaper. This includes the primary purchaser or subscriber as well as other individuals who might read the same copy. For example, my six friends read the same paper at the restaurant. Or my wife and I reading the same newspaper at home. 

Readership is usually determined through surveys and research studies, which ask respondents about their reading habits.

Readership numbers vary from community to community, but most studies show the average newspaper is read by 2.3 to 2.8 people per paper, with some studies in tourist towns showing as much as seven readers per paper.

Readership figures provide a broader picture of a newspaper's reach, capturing the ripple effect of each copy being read by multiple people. This is particularly important for advertisers looking to gauge the potential impact of their ads.

The digital story on newspaper readership

I was talking to my cousin recently, and she was telling me about a story she read in the paper that day. She is a “hands talker,” using her hand to help her make the point. Traditionally, “hands talkers” alway make motions with their hands as if opening a print paper.

She didn’t. Instead, she held hand out like she was holding her smartphone, scrolling up and down an article. 

She’s far from alone in how she consumes news.

According to a 2023 Market Study done by American Newspapers, conducted by Coda Research, 66% of American residents access newspaper media via their smartphones, and 63% of Americans read local news through newspapers print and digital platforms. 

In short, newspaper readership is not just print. It’s newspapers’ media digital platforms, which include their websites, mobile apps, email newsletters, and social media platforms. 

When evaluating newspaper media's digital reach, consider metrics such as unique visitors, page views, and average time spent on the site. Engagement metrics like click-through rates, social media shares, and comments are also important. Additionally, assess the demographics and geographic distribution of the online audience to ensure alignment with your target market.

Circulation vs Reach: Why the Difference Matters

For media planners and advertisers, understanding the difference between circulation and readership is critical for several reasons:

• Audience Size: Readership provides a more comprehensive view of the potential audience size, which is essential for evaluating the reach and effectiveness of advertising campaigns.
• Media Planning: Effective media planning requires accurate data. Relying solely on circulation numbers might lead to underestimating a newspaper media’s true reach, while readership gives a more realistic picture of potential exposure.
• Targeting: Knowing the readership demographics can help advertisers target specific audience segments more effectively. Circulation numbers alone do not provide this level of detail.

Should Newspaper Media should be part of your media mix?

 You should always consider well-rounded, innovative and creative marketing strategies. Newspaper media is not perfect for every campaign, but it has a proven track record for many campaigns. And with the so-called digital cookie getting ready to crumble, newspaper websites will be more important to the mix. 

Why? Survey after survey shows that newspaper media has a premium audience. Highlights include: 

• Readers are highly engaged, ensuring ads are noticed and considered.
• Newspapers are seen as credible sources, enhancing the trustworthiness of your ads. According to the American Newspapers Marketing Study, when it came to trust and accurate reporting, newspapers performed 10% higher than TV, 26% higher than social media, and 36% higher than radio.
• Newspaper Media readers are more likely to be affluent. In short, they have money to spend.
• Newspaper Media attract a diverse audience across various age ranges demographics and provide a complementary boost to digital strategies.
• Newspaper ads have longer shelf lives, offering repeated exposure, and allow for creative expression with formats like full-page spreads and color inserts. 

Integrating newspaper media into your advertising mix ensures effective and impactful campaigns.

In summary, while circulation and readership are related, they measure different aspects of a newspaper's reach. Both metrics are essential for media planners and advertisers aiming to maximize the impact of their campaigns and reach that premium audience.

In short, understanding these differences allows for more informed decision-making and more effective media strategies.

Jerry Raehal is the Chief Growth Officer at OnePress, a marketing and placement agency focused on making clients' lives easier and delivering results. You can reach him at jerry@onepressne.com or send him a message on LinkedIn.  OnePress is powered by the Nebraska Press Association.