Newspaper Circulation Down - How the Top Newspapers Rank Now.

Circulation at the Top 20 Newspapers
Monday April 30, 10:59 am ET
By The Associated Press
Average Weekday Circulation at the Top 20 U.S. Newspapers

Average paid weekday circulation of the nation's 20 largest newspapers for the six-month period ending in March, as reported Monday by the Audit Bureau of Circulations. The percentage changes are from the comparable year-ago period.

1. USA Today, 2,278,022, up 0.2 percent

2. The Wall Street Journal, 2,062,312, up 0.6 percent

3. The New York Times, 1,120,420, down 1.9 percent

4. Los Angeles Times, 815,723, down 4.2 percent

5. New York Post, 724,748, up 7.6 percent

6. New York Daily News, 718,174, up 1.4 percent

7. The Washington Post, 699,130, down 3.5 percent

8. Chicago Tribune, 566,827, down 2.1 percent

9. Houston Chronicle, 503,114, down 2 percent

10. The Arizona Republic, 433,731, down 1.1 percent

11. Dallas Morning News, 411,919, down 14.3 percent

12. Newsday, Long Island, 398,231, down 6.9 percent

13. San Francisco Chronicle, 386,564, down 2.9 percent

14. The Boston Globe, 382,503, down 3.7 percent

15. The Star-Ledger of Newark, N.J., 372,629, down 6.1 percent

16. The Atlanta Journal-Constitution, 357,399, down 2.1 percent

17. The Philadelphia Inquirer, 352,593, up 0.6 percent

18. Star Tribune of Minneapolis-St. Paul, 345,252, down 4.9 percent

19. The Plain Dealer, Cleveland, 344,704, up 0.5 percent

20. Detroit Free Press, 329,989, down 4.7 percent

The Dallas Morning News is reporting for the first time since being censured in 2004 for misstating circulation figures. The Chicago Sun-Times has not yet resumed reporting.

Source: Audit Bureau of Circulations.

Susanna on 04.30.07 @ 08:58 AM CDT [link]

Newspaper Circulation Takes Another Hit --- Advertisers Should Go Over Budgets

According to a story out today, newspaper circulation has taken yet another dive. What that means is there are fewer people reading your newspaper print ads. Even the Sunday editions, usually robust, are going down.

Of course, you no doubt know that television viewing is way down. The most viable advertising now is the Internet, radio and direct mail.

I think radio will be a great advertising vehicle for a long time to come. It has proven itself time and again. And, while more expensive than ever, direct mail can't be beat for target marketing and marketing that can be easily tested and tweaked.

Of course, the Internet is the place to be. You need to have a sharp, fast moving and powerful Web site. That represents you. That is your bread and butter. It has to knock the competition out. And you need to determine other online ways to advertise such as viral video, blogs and other unique methods.

So a wise advertiser will look at his advertising budget and adjust it according to where the people go to get their news, entertainment and information.




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advertising, copywriting, marketing, newspaper circulation, newspapers

Susanna on 04.26.07 @ 03:38 AM CDT [link]

America - The Land of Plenty --- Plenty of Hate

America is a land of hate. Our insides began to show this week when Don Imus was fired by CBS radio for his disgusting, mean and low class remarks about the Rutgers' women basketball team --- calling them "nappy-headed-hos." What we saw when our guts began to seep out was ugly. It smelled a putrid stench.

But It Is Not an All White Problem

As vicious and wrong as he was in those few words, Imus would not have those words in his vocabulary; he would not use those words were it not for blacks themselves. Rappers use the term in award-winning music and many blacks use the word frequently. The word "hos" is not a white word. It's not even in our vocabulary. I myself have never used the word. I'm not sure I've ever used the white version of the word --- the one, by the way, that's considered correct usage. I think it is a word that is sexist and degrading --- no matter which version you use.

The Urban Dictionary gives you an idea of black usage of words.

Many of those who called for Imus' head are themselves hate mongers. Jesse Jackson referring to New York as "Hemi Town" and Al Sharpton, the non-degreed man who calls himself "reverend" are well known racists. Things like actor Michael Richards using racial slurs onstage during his act and then apologizing is becoming the norm.

You can't turn on the radio without hearing hate. It's full of right wing commentators and entertainers spewing hate against the so-called left. Then you will read in the press the left spewing hate to the right --- calling it the vast right wing conspiracy.

You hear and read unkind remarks about women, Jews, blacks, gays, and lesbians --- anyone who isn't just like the person doing the spewing.

When did we become so full of hate? Have Christians always been so full of spite and anger toward non-Christians? Have we always detested people who are not like us? What gives any of us the right to set in judgment of anyone else? And why do we condemn people based solely on things over which they have no control such as their sex, sexual orientation or race?

And by the way, let us not forget that many of the fine people fighting and dying for our country are black and female. They are fighting so the rest of us have our rights --- including our right to free speech. How dare any of us degrade them!

The women at Rutgers showed more class and more smart than all the Imus' in the world. And we are fortunate to have many young women just like them in our military and in business and sports and in many other places. These young women are our future. They don't deserve what they got from this old man.

But the truth is, he didn't know better. He is from a generation that is passing. He's not keeping up. The world will pass him by if he can't change.

Times Are Changing

Women were no more than property in years past. We didn't even get the vote in America until 1920. Our grandmothers and great great grandmothers fought for every little thing that today we take for granted. We women today are standing on their shoulders.

Blacks and women are on the verge of commanding real power for the first time in our history. Old white men --- the old guards--- are scared. They're trying to stop the train of victory but they can't. It's rolling too fast and too sure.

All that we women have fought for is now within our reach. Female children can now be conceived without men. Our next president is more than likely going to be either a woman or a black. When either of those things happens, the ultimate glass ceiling will be gone forever. The old white men and their rule will be relics.

So they leash out.

But ah --- what about the mouth of Rosie O'Donnell? No doubt about it, her mouth spews hate too. It's everywhere. It's thick and ever present. Let her say what she wants. We do have freedom of speech. Just don't let her spew hate like Imus did. That's over the line.

The White Glove Girls

I grew up in a time when girls and women were second class citizens just like blacks. Science and math teachers paid no attention to us. When we raised our hands the teachers didn't acknowledge us. We were the white gloves girls.

But we were also the first generation of women to overcome. We fought for our place. We became professionals. We detested and destroyed those who tried to stop us. And that's why young women today don't have to fight so hard. That's also why Imus' hate words hit so hard. Young women today are not used to them. And they shouldn't ever have to be. My generation fought too hard to put this type of hate speech and thought behind us.

We have a woman as Speaker of the House for the first time in history. We're on the verge of having a woman president in this country. Women hold more power than ever before. In addition, there are more females in college now than males. Moreover, they make better grades and are far superior students.

So to degrade these fine women athletes at Rutgers was unacceptable. Yes, I'm a woman. I'm a former athlete. I'm a member of the Women's Sports Foundation. I've fought for women’s rights. I've marched for the ERA until I almost gave out. I've marched with the Barrigan Brothers. I've marched for civil rights. I've given speeches and written millions of words in newspapers and magazines --- all to fight for the inherent right of women and the oppressed.

The Fight to Be a Grown Woman

When my mother was in her sixties and a young man called her a girl I got up in his face, grabbed him by the tie, pulled the tie hard around his neck and told him never, never call my mother a girl again. "She's a woman!" That man, to my knowledge, never called a grown woman a girl again.

Mother just stood there with a stunned look on her face. She was used to me doing this sort of thing but she never totally understood why I made a big issue about it. What, she wondered, was wrong with being called a girl. She didn't even know!

In reading old magazines as I do frequently, women were always called girls just as black men were called boys. Women were treated as children. Women had to mind their husbands.

Well, that was then. This is now.

And We Fought On

I once wrote a newspaper column that evoked hate mail from both the Catholic Church and the Church of Christ. Mother asked me why I wrote these things. "You're the only person I know who could cause the Church of Christ and the Catholic Church to agree on anything. You're going to get yourself killed", she admonished me.

But my generation would not shut up and we are still fighting. We didn't like the crap that kept us down then and we don't like it now. We don't want it to return. We won't allow it to return.

Martin Luther King said it best when he said,

". . . I've been to the mountaintop. Like anybody, I would like to live a long life. Longevity has its place. But I'm not concerned about that now. I just want to do God's will. And He's allowed me to go up to the mountain. And I've looked over. And I've seen the Promised Land. I may not get there with you. But I want you to know tonight, that we, as a people, will get to the Promised Land!"

We women and blacks and other oppressed people have been to the mountaintop. We too have seen it. And we won't be pushed back! Old white men be damned. Any man who degrades women be damned --- black or white. Jews, blacks, women, homosexuals --- all of us --- we have been to the mountaintop.

It's time for the racists and bigots and hate mongers to shut up. Their time has passed.

I'm not a bleeding heart liberal. I'm an individualist who believes that each individual is responsible for himself. I understand that people hate what they fear and fear what they don't understand. So I believe that understanding is the key that will open the door to ridding us of this awful hate that is pervading this country. We must have a dialogue. And I believe it's begun. If the Imus affair opened the door to dialogue, then it's served a useful purpose.

We Must Fight On . . .

We must go further. We must stop the hateful and degrading words in Rap music. Read these lyrics to a current Rap song that won Hollywood's Academy Award in 2006 for Best Original Song! It's disgusting. Neither Sharpton nor Jackson objected. The double standard lives on.

And, oh yes, we are also a society of class bias. Like our British brothers and sisters, we bash other classes. We are not a classless society. That's another issue we need to address. We will never be classless. Perhaps we shouldn't be. I don't know. But I do know we should respect each other. And no one should have total power over another group of people simply because of their class.

We need to examine ourselves. Imus said he was a good person who said a bad thing. Perhaps. But one bad thing can make a legacy. What will our legacy be?

Test to see if you are prejudiced.





Susanna on 04.14.07 @ 06:36 AM CDT [link]

Is Television Advertising on Last Legs? A Look Into DRTV and the Box In the Front Room.

More people are turning to the Web to watch television shows and movies, thanks to sites like YouTube and Apple's iTunes store.

Recent surveys and studies prove that television viewing is down by a tremendous amount --- especially among young people. People are turning out television commercials and infomercials. They are turning to things they want to watch on the Internet. And YouTube is especially hot.

What that means to you as an advertiser and marketer is that you need to turn your attention away from television and look at putting your ad dollars on the Internet and direct mail and radio. Yes, radio is still very hot and very effective. These are venues that are still working.

According to eMarketer, online video is expected to be a $775 million ad business this year.

Young people especially are keen on watching and creating their own online videos. Where in years past young people turned to the television set, they now log on to the Web for their entertainment and information.

But it's not just young people. Everyone seems to be getting their news and information and, yes, their entertainment on the Web. As Bill Gates predicted, the Internet is really the next big thing and it is what will kill television.

There are pockets of people who will continue to watch television on a regular basis. One example are the elderly. Trouble is, this group is out of it's spending years and usually on a fixed, very small, income. So they're not a group that advertisers are especially interested in.

Television, of course, is not dead. And it will no doubt be around for a very long time. But people can watch television online now. ABC, for example, just launched its new Full Episode Player. CBS recently launched "Innertube", their broadband channel for viewing their TV shows online.

People can watch what they want, when they want. They can opt into or out of advertising. And more people now watch news online than on the box. Internet radio, once a stepchild of the net, is now hot. I know that on the weekends I don't even turn on the television set. I listen to Shoutcast Internet radio. I have the PC hooked up to the stereo and it's really great listening.

So should you stop advertising on television? Not necessarily. But most advertisers are rethinking their budget allocations and putting far less money into television. I think that's probably a very smart, very profitable idea.

The Web Video Explosion: Implications for the DRTV industry.

Susanna on 04.12.07 @ 11:19 AM CDT [link]

The Infamous Imus Mouth Causes Advertisers to Flee. - Imus Cancelled on CBS

Don Imus, shock jock with a proclivity to open his mouth and insert his boots, has caused his radio stations and television networks to lose big name advertisers.

As you know, Imus called the Rutgers women's basketball team "nappy-headed hos" during his show. This sexist and racist remark may prove his downfall. But it will also cost the stations and network who stood behind him and paid him the big bucks a lot of hard, cold cash.

Numerous advertisers said yesterday that they would refuse to sponsor the show in the future. Among the advertisers were General Motors, American Express, Sprint Nextel, GlaxoSmithKline, TD Ameritrade and Ditech.com.

According to today's Wall Street Journal,

"At least three advertisers associated with Mr. Imus's program on either radio or television -- including the nation's biggest marketer, Procter & Gamble -- suspended their ad support amid a growing controversy over racist remarks he made about the Rutgers women's basketball team last week.

The marketers' pullout came a day after CBS and NBC suspended the broadcast for two weeks starting next Monday. Mr. Imus's nationally syndicated program, which originates from CBS Corp.'s WFAN radio station, is simulcast on MSNBC, a unit of General Electric Co.'s NBC Universal.

The advertisers' reaction suggests fallout over Mr. Imus's remarks could persist. Marketers aren't saying whether their pullouts are permanent, and they are likely to watch carefully to see if the fuss dies down. But the withdrawal of more advertisers could potentially undercut support for Mr. Imus returning to the air. Civil-rights groups such as the NAACP have called for him to be fired, while the Rev. Al Sharpton is calling for advertisers and guests to boycott the program."

While I believe in freedom of speech, I am appalled at this statement. As a woman I am revolted. No man, white or black, has the right to degrade a woman in this manner. Or any manner. And if I were black, I'd be mad as hell. And as a business person I am angry that one man could cost the stations and network such a tremendous amount of money simply because of his need to degrade this group of women.

There has to be some civility in what people say in public --- regardless of how free our speech is. These young women did nothing but play on a sports team. They're athletes. They did not deserve to be talked about like this.

It's true that Jesse Jackson and other blacks have talked degradingly about Jews and whites and even other blacks. They too are to be blamed. No one has the right to run down a person or a group due to sex or race or sexual orientation.

I invite you to go to The Women's Sports Foundation Web site and send an email to the powers that be to try and get Imus fired. The Women's Sports Foundation has a link to walk you through the simple, quick process.

While you're there, you might consider giving a donation to women and girls in sports. The foundation has an A+ rating and is one of the finest organizations around.

Let's stop the wagging tongues of those who don't know when to shut up.

LATE BREAKING NEWS

5:55 P.M. - -- MSNBC is canceling its simulcast of Don Imus' radio show after he made racially charged remarks about Rutgers women's basketball team.

Disc Jockey Fired For Having Callers Imitate Imus

NBC President Explains Imus Decision - You Tube

CBS Director Hopes Imus Will Be Fired

Obama Calls for Imus to Be Fired

Thursday April 12, 2007 Update:

Imus Hints His Career May Be Ending

Imus Has His Say (Drudge)

4:00 P.M. April 12, 2007 - -- CBS cancels Don Imus' radio show, effective immediately, after uproar over his racist and sexist comments about Rutgers women's basketball team.




Susanna on 04.11.07 @ 09:58 AM CDT [link]

Gary Halbert Dead At 68

It's a sad day in the world of copywriters. Gary Halbert is dead. According to copywriter and a Halbert pal, Michael Fortin, Halbert died in his sleep Sunday. Fortin said in his blog, ". . . the copywriting world has lost one of its biggest icons." And indeed it has.

Gary was born June 12, 1938. He died April 8, 2007.

Gary was very controversial to say the least. He was boastful and made some people mad as hell. But he was a good copywriter.

He’s the copywriter behind the famous “Coat of Arms” sales letter. Often referred to as “The Prince of Print,” Halbert outlined his accomplishments in a letter called “modesty personified.”

Here’s the intro . . .

“I believe I am the best copywriter who ever lived.

Maybe, since you read my newsletter, you too already believe that. Even if you don’t, I think you will change your mind after you read this message.

Here is why.

Much of the direct response advertising I have created is so good it is part of history. My work has been printed in dozens (maybe hundreds) of books. I believe people will still be reading and studying my work 200 years from now. No other copywriter on earth has “winners” that are equal to mine. For example, I once wrote two letters for which I was paid…

$5,250,000!

You read it right. That’s five million, two hundred and fifty thousand dollars. For just two letters. Do you know of any other copywriter who can match that? I don’t think so.”

Read the entire letter at http://www.thegaryhalbertletter.com/newsletters/2006/modesty_personified.htm

Halbert left a great legacy as a talented copywriter. Many samples of his work are fortunately online.

When a great writer or copywriter dies, one can't help but think of what the great SiFi author Isac Asimov said. "If my doctor told me I had only six minutes to live, I wouldn't brood. I'd type a little faster." I think perhaps that's what Gary would have done too.

Read his work at The Gary Halbert Letter.

One of Gary's famous ads is is this famous weight loss ad. It is done in the popular advertorial style.

Fortin's Copywriting Board has an active discussion about Gary.

John Carlton's Blog on Halbert. A very moving tribute by someone who knew him well.

Susanna on 04.10.07 @ 10:44 AM CDT [link]

Capitalize on Bad News By Daring To Be Different

Like most caring people and pet lovers, I was scared and saddened by the sickness and death of many of our beloved pets recently. I have two cats and one dog. I love them dearly. Indeed, they are family members.

I was grateful that my pets eat organic food that does not contain wheat. I decided some time ago to put my pets on natural organic food because I myself prefer organic food when I can get it. I order my meat from Omaha Steaks. I buy a lot from whole food stores. The food chain is just awful and I'm very paranoid.

Out of every bad event someone will profit and someone will lose. Let's take an example of "people food". I have eaten Peter Pan Peanut Butter since I was a girl --- and that's been a very long time. But all it took was one leak in the plant roof that manufactures the stuff to cause illness and perhaps death. I'll never eat Peter Pan again. Oh, it will be back on the shelves in July. But this customer is now a Jiff customer. The makers of Peter Pan lost and Jiff won.

Now to the pet food. The makers of organic pet food have, until now, been sort of step children of the pet food industry. Now they're all the rage. Google reports that name brands bought up their competitor's keywords since the poisoning and organic food is flying off the shelf. In addition, people who switch will probably not return to regular pet food.

The moral of the story is to be very careful. If you have a good brand, protect it at all costs. And if you see someone with a good brand screw up, take advantage of it quickly. Be prepared to snatch business from the other guy.

You do this by having a superior product or service and guarding your brand with your life.

People get careless. People lie. And people get in trouble. Let me give you an example that has nothing to do with advertising but a lot to do with making money and protecting your brand.

I buy a lot on ebay. I don't sell much. I think their fees are way too high. But I digress. I'm easy to please. Tell me the truth. Answer my email in a timely fashion. Make me a good deal and I'll leave you good feedback.

But lie to me or don't answer my email or god forbid sell me an item that is not as described and I'll leave you a negative feedback. Now here's where it gets childish and the branding comes into play.

On ebay, feedback is the big thing. It's the brand. Now when I buy something I pay almost instantly using Paypal. I don't make people wait for their money. Now in reality, that's the end of my commitment regards the deal.

But to most sellers that's just the beginning. They hold you hostage. If you say, "Oh, what a wonderful seller!" . . . they'll leave a oh what a wonderful ebayer for you. But if you dare to tell the truth, if you tell the other buyers that this seller didn't answer your emails or sold you an item that was not as described or would not refund your money or whatever, they'll zap you back with a negative. One of them said about me, "HARD TO PLEASE THIS SELLER." And they said it in caps. This is how they punish you.

Well, here's the bottom line. They ruin their brand when they do this. When people read my feedback they see sensible, honest comments. When they click on the people who left me dings they'll see ravings and revenge. They'll also see that no buyer has ever left me a negative. But one or two sellers have.

You've only got one chance to make your brand a quality brand, an honest brand. Don't blow it. Give the best service you can. Treat people honestly and with respect.

If your competitor screws up --- and chances are he will --- be prepared to jump on the opportunity. You do that by offering better quality, better service and honesty. Price? Not important. People are gladly paying two or three times what they used to pay to keep their pets healthy and alive. I know I am.

Fact is, people will pay more if you give them more. Do it and see for yourself.

Susanna on 04.09.07 @ 04:48 PM CDT [link]

Marketing To Baby Boomers and Other Marketing Updates

According to the current edition of Advertising Age, "The first wave of baby boomers turned 60 last year, and they are preparing for their retirement years much
Elton John, newly 60 and far from the retirement home."

The article goes on to say that advertisers are not prepared to market to this vast group of active people with deep pockets.

That's a very bad thing!

This group of active and important people buy everything from everyday consumables to automobiles and sporting equipment.

The smart advertiser will learn how to market to this group. The rewards for doing so are many.

Cable Dedices Against EBay TV Ad Tests

Less than a week after Google launched its auction-based TV ad sales system through Echostar, an eBay initiative backed by several large TV advertisers has suffered a blow from the cable industry as the Cabletelevision Advertising Bureau withdrew its participation in any trials of the electronic auction system for buying TV ad time.

News Bites
Mobile advertising, marketing need new business models according to an article in the current issue of DM News.

Direct Response TV News updates

Susanna on 04.06.07 @ 09:26 AM CDT [link]

Radio Copywriting That Gets Results --- Some Methods and Ideas

I write a lot of radio commercials. Getting a strong sales message out in 150 to 190 words is a challenge. Not everyone can do it successfully. Some people try to be overly creative, funny, entertaining. Those efforts usually don't work. The listener gets so into the story that he doesn't even catch the name of the business.

I was interviewed at length about writing radio commercials for Radio and Production Magazine. If you'd like to read the article here's your chance.

Interview with Susanna in Radio and Production magazine. This is a PDF file. The article is in the April 2007 issue.

Susanna on 04.05.07 @ 04:18 AM CDT [link]