Los Angeles Times Reports September Circulation

Los Angeles Times Reports September Circulation 


LOS ANGELES, Oct. 28  /PRNewswire/ -- For the six months ended Sept. 30, 2004,
the Los Angeles Times reported Monday-Saturday average daily circulation of
902,164, a decline of 5.6 percent compared with the prior year, and Sunday
circulation of 1,292,274, a decline of 6.3 percent from the prior year,
according to figures filed with the Audit Bureau of Circulations (ABC), subject
to audit.

Circulation was largely affected by two developments:  the impact of the
national Do Not Call law on telesales operations and a deliberate decision to
reduce third-party sponsored home delivery and single copy bulk sales.

"Historically the Los Angeles Times has been heavily dependent on telemarketing
to drive home delivery circulation growth.  The September declines primarily
reflect the impact of the Do Not Call law," said John Puerner, publisher.  "As
we transition to more targeted sales channels, we're investing heavily in
database marketing systems and capabilities to improve our ability to grow
readership and target higher-quality circulation through direct mail and other
efforts.

"In addition, we've made a deliberate decision to reduce less profitable
circulation, such as third-party sponsored home delivery and single copy bulk
sales," added Puerner.

The Los Angeles Times remains the largest newspaper in California and the West
with 2.4 million readers daily and 3.5 million on Sunday, according to
Scarborough's most recent 2004 release, and still surpasses any other media
outlet in the L.A. DMA in terms of the number of households reached.

The Los Angeles Times, a Tribune Publishing company, is the largest
metropolitan daily newspaper in the country and the winner of 35 Pulitzer
Prizes, including five this year -- the second-largest yearly total in the
history of the awards.  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, [phone],

 



Web site:  http://www.latimes.com/mediacenter 

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