Circulation down, online traffic grows
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Hey there, time traveller!
This article was published 27/10/2010 (5427 days ago), so information in it may no longer be current.
THE Winnipeg Free Press has seen its paid circulation drop slightly, according to the newspaper industry’s latest figures, but rising online traffic is boosting its overall readership.
“Our numbers are down a bit, but compared to many newspapers in other Canadian cities, we’ve fared well,” said Bob Cox, publisher of the Free Press. “We did a good job of hanging on to our readers.”
According to the Audit Bureau of Circulations, the Free Press had an average Monday-to-Friday circulation of 116,505 for the six months ended Sept. 30, down 2.06 per cent from 118,958 for the same period a year ago. Average circulation on Saturdays fell 3.3 per cent on a year-over-year basis to 157,409 from 162,791.
The Calgary Herald (9.46 per cent), Le Devoir in Montreal (9.08 per cent) and The Globe & Mail (3.85 per cent) had the largest weekly circulation gains among major dailies in the country, according to ABC. The Montreal Gazette (-7.67 per cent), the Edmonton Journal (-6.91 per cent) and the Regina Leader Post (-3.63 per cent) posted the biggest six-month declines. Cox said it’s important to distinguish between circulation and readership. The latter, which includes traffic on the paper’s website, is on a steep incline. “Our online audience is exploding. That shows the value of new platforms we’re exploring,” he said, noting the paper launched a trial Free Press app for the Apple iPad this week.
Cox said winnipegfreepress.com regularly attracts 120,000 to 150,000 unique visitors each weekday with about 500,000 daily page views.
The Winnipeg Sun no longer participates in the ABC studies. According to its own internal audit for the Canadian Circulations Audit Board, it reported total circulation on Sunday — its strongest day of the week — of 27,532 in 2009, down more than 21 per cent from 34,868 in 2008.