IT: US newspapers to include e-subscribers when counting circulation

Circulation of US newspapers is expected to grow rapidly in no time — but it is only due to new standards being introduced by the Audit Bureau of Circulations, ABC.

The matter is that the same reader will be now counted several times, in case he is not just a print subscriber but as well accesses the digital edition, mobile application or e-reader edition.

A case in point, New York Times: apps for iPad and other mobile platforms, compulsory registration to access certain website sections and plans to introduce web-access fees. Not raising a finger the newspaper will get a right to officially increase its circulation dramatically.

Historically the circulation is defined as a number of print subscribers as well as retail sales. This is the basis when counting cost of ads space and means for attracting advertisers. However this is definitely out-of-date: Internet is attracting more readers than prints.

The abovementioned bureau is operating in the first place in the interests and on behalf of advertisers, who are tired of overpaying for print ads and is looking forward to more profitable ways of interaction with customers. The Newspaper Association of America is supporting the initiative.

Beginning October newspapers will get a right to consider every person as their subscriber when he visits the website at least once in six months and registers or pays web access fees at least 5% of the print subscription price. In October 2011 “subscribers” must access the digital edition at least once per quarter, and beginning October 2012 — at least once per week.

New York Times is likely to surpass all other newspapers in increasing its circulation.