Some Big Dailies Are Emphasizing Circ Quality, Not Quantity

october 1, 2007  10:29 am
"Driven by marketing and delivery costs and pressure from advertisers, many papers have decided certain readers are not worth the expense involved in finding, serving and keeping them," the New York Times reports. As ad buyers have become more cost-conscious and have succeeded to some extent in narrow targeting with online ads, they've expressed less interest in reaching the reader who doesn't match a certain profile. Some major daily papers have responded by curtailing advertising, cold-calling, and offering promotional discounts, while others are cutting back and refining their geographic reach, the Times reports.