Blade paid circulation drops 10,225Written by Kristen Criswell | | firstname.lastname@example.org
Audit Bureau of Circulation (ABC) released its March FAS-FAX report April 26, delivering good news/bad news to Toledo’s daily newspaper.
The Blade reported a 144,394 circulation for its Sunday edition, with 22,794 online editions included in that number. That is an increase from March 2009’s reported Sunday circulation of 135,567. However, The Blade’s individual paid Sunday circulation dropped 10,225 from March 2009.
The report covers daily papers’ circulation averages from Oct. 1 to March 31.
The Blade has faced a decline in circulation since 2004. Sunday circulation has dropped 58,897 since December 2004’s Sunday circulation of 178,274, with the electronic edition numbers are subtracted.
ABC’s FAS-FAX reported 119,377 individually paid circulations for the Sunday Blade in the March 2010 report; in March 2009, it reported 129,602 circulation.
The Blade reported its Sunday electronic circulation jumped from 3,871 in March 2009’s FAS-FAX report to 22,794 editions in March 2010’s report. A total increase of 18,109 Sunday electronic editions was experienced between September’s FAS-FAX reported 4,685 editions and March’s report.
According to Kammi Altig, ABC communications manager, there are two types of online editions: a replica edition, usually a direct PDF copy, and non-replica. As long as a person is paying at least a penny and it is optional, the electronic edition can be counted into paid numbers.
The Blade charges $9.98 a month for its online edition for seven days a week. For one penny more, The Blade provides its e-edition seven days a week and delivers the Sunday edition in print, a “cost” of one-fourth of one cent for the Sunday paper during a four-week month.
Circulation of U.S. daily papers is down 8.74 percent from March 2009, according to ABC’s most recent report.
Richard Fuller, director of circulation at The Blade, did not return calls for comment.