Paying Readership Slides at Post & Daily News, Fake Readership on the Upswing

The Post and Daily News have been fibbing to us about their real circulation? It dampens the spirit, makes a sunny day cloudy, reeks of killing puppies. But that's the bad news that's been broughten, with Nat Ives on the case. It all has to do with their use of "paid" copies that aren't actually bought at, say, the newsstand, but rather handed out wrapped in an advertiser's message. If you stop looking at those numbers, another picture emerges: "Individual paid copies at the Post fell to 91% of its paid total in the latest reporting period, from 95% in 2005. At the News, individual paid circulation fell all the way to 80% from nearly 94% in 2005. " And at both papers, rationalizing away the way they do business jumped 120%.



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