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Los Angeles Times Reports March Circulation
LOS ANGELES, May 2 /PRNewswire/ -- For the six months ended March 31, 2005,
the Los Angeles Times reported Monday-Saturday average daily circulation of
907,997, a decline of 6.5 percent compared with the prior year, and Sunday
circulation of 1,253,849, a decline of 7.9 percent from the prior year,
according to figures filed with the Audit Bureau of Circulations, subject to
audit.
Excluding the effect of a reduction in third-party bulk sales, daily
circulation would have declined 5.2 percent and Sunday would have declined 4.7
percent.
"These circulation declines are driven by the same issues that impacted our
September circulation statement," said Jeffrey M. Johnson, Los Angeles Times
executive vice president and general manager, who will become president,
publisher and CEO on June 1. "These include the transition to more targeted
sales channels from a heavy reliance on telemarketing and the decision to
deliberately reduce certain types of circulation, such as third-party bulk
sales. The reality is that it takes two six-month reporting statements to
cycle through these changes.
"The Los Angeles Times continues to deliver the largest audience in Southern
California with an average daily readership of 2.4 million and 3.5 million on
Sunday, according to Scarborough 2004 Los Angeles Report. To strengthen this
market position, we're investing in various strategies and programs to increase
readership that should begin to show results in September," added Johnson.
The Times has taken the following actions:
* Launched a comprehensive $10 million consumer marketing campaign,
including brand advertising and direct marketing efforts.
* Appointed a veteran newspaper circulation executive to a newly created
position of senior vice president, circulation to focus entirely on
circulation sales and distribution.
* Began executing new circulation programs to grow late-week circulation
and Sunday readership.
"These investments are good examples of our long-term commitment to growing
quality, responsive readership that delivers results to our advertisers," said
Johnson.
The Los Angeles Times, a Tribune Publishing company, is the largest
metropolitan daily newspaper in the country and the winner of 37 Pulitzer
Prizes, including two this year. The Times publishes five daily regional
editions, including the Los Angeles metropolitan area, Orange and Ventura
counties, the San Fernando Valley, and an Inland Empire edition covering
Riverside and San Bernardino counties as well as a National edition. Additional
information about The Times is available at http://www.latimes.com/mediacenter.
DATASOURCE: Los Angeles Times
CONTACT: Martha Goldstein of Los Angeles Times, +1-213-237-3727,
Web site: http://www.latimes.com/mediacenter