Monday’s newspaper circulation numbers please no one who makes their living from selling papers. That’s evident when you look at the top 25 dailies by circulation and see that the best performance came from The Wall Street Journal, which rose less than 1 percent. Considering that advertisers use these numbers to determine where to spend their money, there is little reason to rejoice.
Tribune Co’s two largest papers, the Los Angeles Times and Chicago Tribune, both posted steep declines on Monday, but the company is urging advertisers to look beyond numbers that it considers less relevant than they were before the Internet. Instead, it wants them to look at how many people they can reach through Tribune’s diverse lineup of papers, websites and television stations.
To make this easier, Tribune has started “Tribune365,” a “multichannel sales solutions group providing customized marketing programs to advertisers looking to reach consumers across a variety of media platforms.” (More on what this means — in English — below.)
“We want to change the conversation around both how we sell and how people perceive newspapers.” Print circulation,” said Vincent Casanova, Tribune’s senior vp of publishing operations “just doesn’t tell the whole story… The objective is to change the conversation from a narrow look at topline circulation results to a broader discussion of the power of newspaper advertising and how to deliver results.”
For Tribune365, that means no longer selling ads to national buyers through a bunch of different sales teams that sell different kinds of ads for this or that part of a paper or this or that part of a website or TV station.