TERRE HAUTE — Whenever I speak to groups or individuals around the community about the state of the newspaper industry, I often get confused looks when I say that newspaper readership is growing rapidly and has never been higher.
“Why then,” I am asked, “is news about the industry so bad? All we hear about is declining circulation, layoffs, bankruptcies and closures!”
These are indeed tough times in the newspaper industry, as with almost every other industry. The global economic distress of the past year has led to a steep dip in advertising sales, the primary source of revenue for newspapers. Profits are down, and some newspapers, especially in highly competitive metropolitan areas, are having a hard time paying their bills, not to mention meeting their debt obligations to investors. Just this past week, we learned that average daily newspaper circulation had declined 7.1 percent in the past six months.
Challenges abound in this financial climate for our industry in general. Individual newspapers, on the other hand, have their own stories to tell. In many cases, as with the Tribune-Star, that story isn’t so bad. Yes, lower revenues have been met with corresponding expense reductions, including a painful reduction in our work force earlier this year. But other fundamentals of our business are holding up.
Average daily circulation at the Tribune-Star, which serves a nine-county area in west-central Indiana and east-central Illinois, remained strong the past 18 months. We’re proud of that. Our circulation was relatively stable during that period at approximately 25,000. On Sundays, that number is higher, about 28,000.
While we have experienced a slight drop in paid circulation, it’s nowhere near the national average. We recently received very good news when March 2009 circulation figures showed 114 more subscription starts than stops.
While circulation of our printed product has been steady or showing only a slight decrease, overall readership is higher than ever.
How can that be?
Keep a couple things in mind. Independent research shows that 2.1 readers consume each printed daily newspaper we produce. The number is higher, 2.4 readers, for Sunday newspapers. That means, while our average circulation is around 25,000, actual readership of the print edition is more than double that number.
Still, that’s not the half of it.
For more than 10 years, the Tribune-Star has offered a free online edition containing most of the daily news, photos, features and opinions we produce. Over the years, online readership has exploded. Just last month, we recorded more than a quarter million unique visitors to our Web site, www.tribstar.com. In the past year, we recorded more than 16 million page views.
The online edition certainly has expanded the scope of our readership. While it is true that some people who once paid for the information we produce now read it online for free, the Internet has allowed us to reach readers once unavailable to us with our print product. And those who read us online can do so at their convenience using computers and cell phones.
Despite the rapid growth of online readership, stable circulation of the print edition indicates that a printed daily newspaper will be available in Terre Haute for a long, long time. What’s more, history tells us that this recession will end and the economy will grow again. When it does, ad revenues will rebound and many of the struggles newspapers are experiencing will ease.
That does not mean newspapers can rely solely on their ages-old print business model forever. This is a period of transition, and legions of smart, creative people are working and experimenting to craft a new business model for newspapers that will allow an independent press to live on.
Donna Barrett, president and CEO of Community Newspapers Holdings Inc., the Tribune-Star’s parent corporation, does a very good job of explaining more about the current status of the newspaper industry in a Flashpoint essay published today on Page D3 of this section. I recommend you read it.
Most people can’t imagine their community without a local newspaper. Nor should they have to. Despite industry challenges, the future is far from bleak. At the Tribune-Star, we’re optimistic and enthusiastic about that future.
Jones can be reached at (812) 231-4336, or by e-mail at max.jones@tribstar.com.
Max Jones
Related Photos
-
File photo
Discussion
MAX JONES: Printed newspaper will be here for years to come
- Max Jones
-
-
MAX JONES: News dynamics sometimes test an editor’s principles
It has been a long-standing policy at the Tribune-Star not to publish the names of crime victims
-
MAX JONES: Got a question for Lugar-Mourdock debate? Submit it
Hoosier voters, especially those who choose a Republican ballot for the May 8 primary election, face a difficult decision this spring. Longtime U.S. Sen. Richard Lugar faces a spirited re-election challenge from state Treasurer Richard Mourdock for the GOP Senate nomination. The winner advances to a general election showdown in the fall with the presumed Democrat nominee, Rep. Joe Donnelly, and any third-party or independent candidates who qualify to run.
-
MAX JONES: The sun never sets on Indiana’s time-zone debate
When Mitch Daniels aggressively pushed for Indiana to adopt daylight-saving time in his first term as governor, I admit I was not enthusiastic. The state, I figured, had found a way to handle its awkward time-zone geography by merely maintaining the time status quo while states around it changed their clocks twice a year. We peacefully coexisted with that strategy for a couple of decades.
-
MAX JONES: It is amazing what an energized downtown can do
For those of us who’ve watched the inspired growth and development of downtown Indianapolis through the years, it’s hard to understand sometimes the amazement some express at what’s been created.
-
MAX JONES: More changes and challenges, but we’re getting there
As a newspaper lands on your porch each day, or you grab it from a local vendor, the complex manufacturing process that goes into producing it is probably the furthest thing from your mind.
-
MAX JONES: Arranging the pieces so it all makes sense
Putting together a newspaper, with its diverse mix of content, is sort of like assembling a jigsaw puzzle. You just have to keep mixing, matching and playing with the pieces until things begin to look right.
-
MAX JONES: Community newspapers too valuable to go away
These days, rarely a week goes by without someone — a co-worker, a friend, a professional associate, an acquaintance, etc. — asking for my thoughts about the future of the newspaper industry.
-
MAX JONES: Angry emotion yet to rear its head in mayoral race
October has arrived. Five weeks remain before Election Day, and a staple ingredient seems to be missing from Terre Haute’s mayoral campaign season.
-
MAX JONES: Join us as we walk in the shadows of 9/11
The 10th anniversary of 9/11 has sparked renewed interest toward a haunting time in modern history. With all that’s happened the past 10 years related to the terrorist attacks of 2001, it still seems like only yesterday that we all were watching those terrible images of commercial airliners flying into buildings, towers collapsing and grief-stricken people all across America — and the world — mourning the victims.
-
MAX JONES: 9/11 ‘moments’ still vivid 10 years later
With the 10th anniversary of 9/11 approaching, Americans are recalling in vivid detail where they were when they first learned of the terrorist attacks.
-
MAX JONES: Something special — courtesy of your newspaper
Publishing a daily newspaper is our bread and butter here at the Tribune-Star.
-
MAX JONES: Ernie Pyle never ceases bringing pride to Indiana
Once again, Ernie Pyle has made me proud to be a journalist.
-
MAX JONES: What do you know about that founding Declaration?
Of all the national holidays Americans celebrate, July 4th — Independence Day — sports the most essential link to the country’s shared history and ideals.
-
MAX JONES: Ready, action! Video lets us tell even better stories
Those of you who make the Tribune-Star’s online edition part of your reading routine — and there are approximately 40,000 of you each week who do so — have been treated recently to an enhanced feature on our website.
-
MAX JONES: Vigo County played active role in Civil War history
When the Tribune-Star set out to find a way to commemorate Vigo County’s unique role in Civil War history on the 150th anniversary of its beginning, I was concerned it might be difficult to find much information on the subject locally.
-
MAX JONES: Local seminar to shed light on access
Transparency in public information is an important principle for the proper functioning of government at all levels. Vigilance is key in ensuring that public records and meetings remain open and accessible to citizens of our communities.
-
MAX JONES: Readers benefit from new resource
The Tribune-Star’s primary mission is to report news and tell stories that are relevant to our large community of readers, helping them be better informed and more engaged citizens.
-
MAX JONES: Farewell to Stephanie, for a while
The Tribune-Star and its legions of readers throughout the Wabash Valley were extremely fortunate six years ago to welcome back a native daughter.
-
MAX JONES: Friends ready for next big step at Pyle historic site
The campaign to preserve the legacy of World War II journalist Ernie Pyle in his hometown of Dana passed a milestone last week. Indiana’s Natural Resources Commission voted to end the state’s involvement in the Pyle historic site and turn it over to the Friends of Ernie Pyle organization.
-
Max Jones: Taking the pulse of community progress
Terre Haute and Vigo County have been in a period of vibrant change in recent years.
- MAX JONES: Christmas miracles can still happen You don’t have to wander far to find people who remember vividly when downtown Terre Haute was the place to be during the Christmas
- EDITOR'S NOTE: Appearance of corruption a strong incentive for reform Today, and for the following two days, Tribune-Star readers are being treated to a remarkable series of editorials and essays produced by the Indianapolis Star.
- MAX JONES: Tough times call for lots of encouragement The last college and high school classes of the first decade of the 21st century have begun receiving their diplomas . Expectations are high, even as economic times are hard.
-
MAX JONES: Printed newspaper will be here for years to come
Whenever I speak to groups or individuals around the community about the state of the newspaper industry, I often get confused looks when I say that newspaper readership is growing rapidly and has never been higher.
-
MAX JONES: Daniels off the hook on time-zone issue
There was a time in the not-too-distant past when I figured I’d be mad at Mitch Daniels the rest of my life. As one of many, many Hoosiers angered by the change in Indiana’s way of dealing with its time-zone problem, I blamed Gov. Daniels for not leaving well enough alone.
-
MAX JONES: Voters anxious to get news about candidates
Labor Day historically marks the beginning of the fall season for political campaigning. That has been true most years in which elections are conducted. This year, however, such a designation may be greeted will little more than a chuckle.
-
MAX JONES: Voters will be big winners in fall gubernatorial debates
Twice in September and once in October, Indiana voters will have an opportunity to participate in and witness, in person or via electronic media, debates among the state’s three candidates for governor.
-
Editor's Note: A local connection in office of Public Access Counselor
Residents of Vigo County, and readers of the Tribune-Star, have been treated to a good lesson on open government the past few weeks in wake of formal complaints that the Terre Haute Housing Authority violated state laws governing public meetings.
-
EDITOR'S NOTE Sounding the bell for those who hear different drummer
Are there any bagpipers out there? If so, please take a deep breath and step forward.
- Max Jones: Forum will help you get to know spring candidates With the race for the Democratic presidential nomination in full frenzy, you probably don’t need to be reminded that Indiana’s primary election is just over three weeks away.
- More Max Jones Headlines
-
MAX JONES: News dynamics sometimes test an editor’s principles
Boy to Rescuers: 'Do You Have a Plan?'
Ex-Rutgers Student Gets 30 Days in Webcam Case
Raw Video: Dramatic 270-Foot Waterfall Rescue
Obama Sees Inspiration in Joplin Graduates
Doctors and Devotees Debate Barefoot Running
Ravi Spared Prison in Rutgers Webcam Case
4 Arrested After Man's Beating at Dodger Stadium
Blacks Seek to Find Their Own Missing
Miss. Prison Quiet After Riot; 1 Dead
Raw Video: Deadly Bombing at Yemen Parade Preps
Ring of Fire Eclipse Seen in U.S., Asia
Obama Confident Afghans Can Take Security Lead
Chicago Police: 90 Arrested in NATO Protests
Gay Rights Activist OK With Rutgers Sentence
Catholic Groups Sue Over Contraception Mandate
NATO: Afghan Exit 'Irreversible'
Professor: Chinese Activist's 'Spirit Is Good'
Golden Gate Bridge Celebrates 75 Years
Obama: NATO 'Unified' on Afghan Exit Plan
Tiger's Ex-Wife Bares Her Bod
Child locked in washing machine after father put him there
Ashley Olsen is a Bikini Babe
Music downloader owes nearly $700K in fines
Fired for being 'too hot'
'Part of Me' Details 'Bumpy' Marriage, Says Katy
Raw Video: Man Saved After Niagara Falls Plunge
"House" Says Farewell After 8 Seasons
Swingers: Hooking Up With Strangers
Donald Driver Goes Country
Raw Video: Private Rocket Blasts Off
Bar Takes It Off For Maxim
Kardashian Sisters Pose in Lingerie
Man ties himself to trees to get anonymous sex
Gosselin Wants New Reality Show
Manning on Target at First Practice
Best of 2012 Billboard Music Awards
Wedding photos interrupted by protest march
