The top 23 titles for March 2013 are in the table below and, without getting into data mining, I’ll run through a few takeaways.

  • The biggest brand is the Wall Street Journal having a total circulation of 2.3m. It’s biggest in the print league but second biggest in the digital table, topped for pole position by the New York Times.       
  • USA today dropped into third position, primarily on the back of a 12% decline in its Newspaper Sales.
  • The NYT has the highest digital proportion of total circulation at 61% and that’s behind a paywall.
  • The lowest digital footprint is the Arizona Republic at a paltry 2%
  • Of the twenty three titles under scrutiny the average decline in print was 4% and the average increase in digital was 24% giving an average total circulation increase of 4%.
  • This is up from 27% when the titles were last surveyed in September 2012.
  • It would have to be said that the top papers are the pioneers in digital. Out of the five hundred odd titles surveyed, the average digital proportion is only 19.3% of total circulation across all titles.

Newspaper Print Digital Total Print Digital Total P D T D%
2013  2012  +/- +/- +/-
Wall Street Journal 1,480,725 898,102 2,378,827 1,499,204 794,594 2,293,798 -1% 13% 4% 38%
New York Times 731,395 1,133,923 1,865,318 717,513 896,352 1,613,865 2% 27% 16% 61%
USA Today 1,424,406 249,900 1,674,306 1,627,526 86,307 1,713,833 -12% 190% -2% 15%
Los Angeles Times 432,873 177,720 610,593 454,498 151,577 606,075 -5% 17% 1% 29%
New York Daily News 360,459 155,706 516,165 383,835 146,605 530,440 -6% 6% -3% 30%
New York Post 299,950 200,571 500,521 344,755 178,113 522,868 -13% 13% -4% 40%
Washington Post 431,149 42,313 473,462 434,693 27,535 462,228 -1% 54% 2% 9%
Chicago Tribune 368,145 46,785 414,930 388,848 23,112 411,960 -5% 102% 1% 11%
Denver Post 213,830 192,805 406,635 226,118 176,446 402,564 -5% 9% 1% 47%
Newsday 265,782 111,962 377,744 278,369 114,620 392,989 -5% -2% -4% 30%
Newark Star-Ledger 180,271 160,507 340,778 184,474 127,430 311,904 -2% 26% 9% 47%
Houston Chronicle 231,233 102,341 333,574 234,483 91,331 325,814 -1% 12% 2% 31%
Cleveland Plain Dealer 216,122 95,483 311,605 219,509 73,630 293,139 -2% 30% 6% 31%
Minneapolis Star Tribune 227,694 73,651 301,345 234,475 65,802 300,277 -3% 12% 0% 24%
Arizona Republic 285,927 7,048 292,975 274,783 839 275,622 4% 740% 6% 2%
Chicago Sun-Times 184,801 77,660 262,461 192,360 70,932 263,292 -4% 9% 0% 30%
Tampa Bay Times 241,020 17,099 258,119 218,334 13,610 231,944 10% 26% 11% 7%
Dallas Morning News 190,613 65,912 256,525 192,345 64,788 257,133 -1% 2% 0% 26%
Philadelphia Inquirer 184,827 67,958 252,785 193,729 43,224 236,953 -5% 57% 7% 27%
Boston Globe 172,048 73,524 245,572 180,919 49,432 230,351 -5% 49% 7% 30%
Honolulu Star-Advertiser 125,726 68,993 194,719 125,722 29,932 155,654 0% 130% 25% 35%
Orange County Register 159,411 15,466 174,877 160,578 15,273 175,851 -1% 1% -1% 9%
Las Vegas Review-Journal 126,293 15,996 142,289 129,363 13,412 142,775 -2% 19% 0% 11%
Totals 8,534,700 4,051,425 12,586,125 8,896,433 3,254,896 12,151,329 -4% 24% 4% 32%