The Dallas Morning News Releases Circulation Figures Consistent With Newspaper's Internal Goals
April 30 2007 - 11:35AM
PR Newswire (US)
DALLAS, April 30 /PRNewswire/ -- The Dallas Morning News, on April
16, 2007, filed with the Audit Bureau of Circulations (ABC),
subject to audit, a Publisher's Statement for the six-month period
ended March 31, 2007. For this period, the newspaper reported a
daily circulation of 411,919 and 563,079 for Sunday, representing a
reduction of 14.3% and 13.3%, respectively, compared with the
six-month period ended March 31, 2006. Approximately seven points
of the daily variance and eight points of the Sunday variance
reflect the strategic decision to reduce the paper's distribution
perimeter to roughly 100 miles outside the Dallas-Fort Worth DMA as
well as planned reductions in third party circulation. These
results are consistent with internal goals set by The Dallas
Morning News in late 2006. Data from Scarborough Research indicates
that readership has remained virtually flat and has been largely
unaffected by these circulation changes. In fact, Scarborough
Research data shows that Dallas-Fort Worth readership of The Dallas
Morning News in the core four-county distribution area in August
2006 was 1,512,089, virtually the same as in 2001 when readership
was 1,560,490. Further, when the August 2006 readership of the core
printed newspaper is combined with non-duplicated audiences of
DallasNews.com and supplemental targeted products Al Dia and Quick,
total 2006 readership increases over 10% to 1,660,764. "Our
continuing strategy is to concentrate on acquiring and retaining
quality circulation and readership that provide advertisers with
the strongest possible return on investment rather than increasing
circulation with subscribers having marginal value who are
expensive to attract and retain," said Jim Moroney, publisher of
The Dallas Morning News. The Dallas Morning News has completed
several initiatives focused on acquiring and retaining a quality
subscriber base, including the implementation of several content
changes in January 2007, with expansion of Section A and the
Business section and revamped Lifestyles sections. Additionally,
The Dallas Morning News implemented a Customer Value Management
system in October 2006 that accumulates market intelligence to
provide a complete view of each customer to serve their needs
better and provide advertisers with opportunities to reach very
targeted audiences. Since implementation of these initiatives,
product-related subscription stops have significantly declined and
subscriber churn has stabilized. Moroney added, "We are pleased
with the efforts we have made to date in increasing the quality of
our audience and will continue to announce initiatives aimed at
acquiring and retaining subscribers who provide maximum value for
our advertisers." About The Dallas Morning News Established in
1885, The Dallas Morning News serves a readership of over 1.5
million. The newspaper has received eight Pulitzer Prizes since
1986, as well as numerous other industry awards recognizing the
quality of its investigative and feature journalism, design and
photojournalism. Its Web site, DallasNews.com, received the Scripps
Howard Foundation National Award for Web Reporting in 2005. In
2003, the paper launched the leading Spanish- language daily in
North Texas, Al Dia; the standard-setting free weekday paper,
Quick; and the nation's first editorial blog. The Dallas Morning
News is the flagship newspaper subsidiary of Belo Corp. (NYSE:BLC),
one of the nation's largest media companies with a diversified
group of market-leading television, newspaper, cable and
interactive media assets. A Fortune 1000 company with 7,100
employees and $1.6 billion in annual revenues, Belo operates in
some of America's most dynamic markets in Texas, the Northwest, the
Southwest, the Mid-Atlantic and Rhode Island. DATASOURCE: Dallas
Morning News CONTACT: Katie Myers, +1-214-766-4566, or , for Dallas
Morning News Web site: http://www.dallasnews.com/
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