Black and white and apparently still read

The news for newspapers, generally, ranges from bad to worse, and circulation figures have been tanking as badly as Michael Dukakis.

But wait! Some papers are gaining circulation: the York [PA] Daily Record is up more than 16 percent from last year.

(Note: The Record, published morning and Sundays, is in a joint operating agreement with The York Dispatch, published afternoons; it would be interesting to see what kind of numbers the Dispatch gets these days. When the JOA was announced, the owners actually swapped papers, which had roughly equal circulations at the time.)

How is it possible that papers are gaining? In the case of the Oakland [MI] Press, it seems to be a case of the rivals retrenching:

The Press, which saw a 7.26% increase to 68,067 daily from 63,458, attributed much of the upswing to former readers of the Detroit Free Press and The Detroit News, who switched over after those papers cut back home delivery to three days per week.

“We aggressively pursued the business we knew would be available in Detroit,” said Circulation Director John Lazzeri. “We put together a marketing campaign and threw all of our ammunition at the opportunity and as a result got a nice increase.”

Well, that’s one way.







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