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This page contains a single entry from the blog posted on August 23, 2008 7:30 AM. The previous post in this blog was Have a great weekend. The next post in this blog is Every stranger's face I see reminds me that I long to be. Many more can be found on the main index page or by looking through the archives.

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Saturday, August 23, 2008

Maybe they're counting the canary

The O made its employee buyout program -- long a matter of public knowledge -- official yesterday. Lots of experienced staff will be leaving, but will it be the cream of the crop, as opposed to the dead wood? Time will tell.

An interesting sidelight to this disturbing story are the readership numbers the newspaper now gives for its products:

The Oregonian is the largest daily news outlet in the Northwest, reaching more than 700,000 readers in print every day and more than a million unique viewers through OregonLive.com every month.
When last we heard, the paid circulation of the daily O was just over 300,000 and heading steadily downward. How does that translate into more than 700,000 readers? Do they figure that the average copy passes under the eyes of 2.33 people before being trashed or recycled? That number seems high.

Comments (22)

300,000 probably accounts for people who have regular delivery subscriptions. Then they must add in all the papers sold from corner boxes and ones sold out of convenient stores and coffee shops.

I'm sure that's not right. Total paid circulation is around 300,000 -- that includes newsstands, etc.

Readership numbers are extrapolated from the thought that more than one person reads each copy of the paper. This is standard practice.

For what it's worth, I once lived in a household where a daily Oregonian would pass through four sets of hands before landing in the recycling bin.

This is another one of those numbers that's basically plucked out of thin air. Like Tri-Met ridership numbers. It's certainly possible that 700,000 people see some part of the Oregonian each day - like when they walk by and glance at the front page at Starbucks. There's no "real" way to measure it.

Sounds about right. Those were the readers-per-copy numbers from a couple years ago:

http://abcas3.accessabc.com/files/56467.pdf

My ex-wife was in advertising and when they sold newspaper ads the number of people that supposedly read each paper was staggering. I think for the Dallas Morning News or Houston Chronicle (when I was living in Texas) the number was almost 9 people who read each paper. Quite frankly, I'm surprised the Oregonian is saying it's only 2.33. And if I think of all the newspapers I see waiting outside of courtrooms and on the bus or in my office lobby, those are read by more than 5 people each so that makes up for a lot that are ready by one person and recycled.

Circulation numbers have always been newspapers' greatest work of fiction.

If the O could only figure out how to get those extra readers to pay, they wouldn't have to buy out so many PR people.

What's amazing is how Canary droppings blend with the O's printed message.

Cage cleaning thus becomes a scheduled task as visual inspection proves inadequate.

While some home delivered O papers are read by a few or more, mine was read by no one. So while I counted as circulation I guess I would not have been counted as readership? I wish I could offer a good reason as to why it took me till yesterday to cancel. Good economical sense I guess, like the movies I rent and never watch, only to return them late for an additional fee.

I think the most interesting part of the story is the following quote from Publisher Stickel: "Despite this reduction in staff, we will be adequately staffed and will publish outstanding products for our readers and advertisers, in print and online." Really? Then as the steward of this business, why didn't you make this offer some time ago, since all the people who will be leaving apparantly are not necessary to maintain the Oregonian's excellence. If I were Advance Publications, I might be thinking about a separation offer somewhat higher up the chain than the press room.

Most of the best journalists at the O work at the NY Times or the AP

Doing the math is divisive, I think, not a multiplying product. During a 7-day span, the average day's number is probably 100,000 or fewer, issues which are read in some small part -- counting as little as headlines, or comics, or sports, or astrology corner, or obits. Maybe 1-and-1/2 persons see that issue, or 2 persons give 3/4's attention, or 6 persons give 1/4 of their attention. Bottom line: 150,000 'read' it.

That's half of 'circulation,' not double.

Survey for yourself. Ask 10 people, first, "did you see the paper today?" and then, second, "do you normally get it?"
4 will say they "saw" it.
8 will say they usually "get" it.
Half.

A few years back, ABC (Audit Bureau of Circulation) found out -- an audit!; who knew? -- that papers, in Dallas, Chicago, and beyond, regularly overstate 'circulation' to charge more for ads. Same as broadcasters.

I'm in the PR business and we use a x3 formula to convert circulation to impressions. That's not universal, but pretty standard.

An awful rag is only going to get worse! Greeeeat! Bring back the Journal!!

There's also the distinction between home delivery and paid home delivery. I canceled my subscription to the O about 2 years ago and they kept delivering the paper for about 9 months afterward (without charging me). I don't know if this is an isolated incident, but even the phone solicitors who would call and try to get me to re-subscribe knew that I was getting free delivery.

Dead fish inside the wrap count as readers, too.

The Oregonian goes through four sets of hands in this family, for what its worth.

LCLS 3L, that's standard with a lot of publications (just try to get Entertainment Weekly to stop sending you copies after you've let a subscription lapse), but it's also a great place to get into trouble. Both the Chicago Tribune and the Dallas Morning News were caught up in class-action lawsuits by advertisers because the papers were being delivered to empty lots, apartment complex laundromats, and abandoned houses in the hopes of claiming that circulation was higher than it really was. What's funny was that the Morning News was busted by the Texas Attorney General in the Eighties for similar stunts to jack up its circulation, and the plan then and now was personally endorsed by the CEO of the Morning News parent company.

Now, if you want to figure out where those extra copies are going, start looking to hotels. USA Today has inflated its circulation numbers for years by claiming those free copies left at every hotel door every morning, and a lot of daily newspapers are even more aggressive. I was recently in Tampa for business, and not only did I get a copy of the Tampa Tribune out front whether I liked it or not, but the maids actually brought it inside when they cleaned the room. My wife is allergic to newsprint, and hotel management simply didn't want to understand why we wouldn't want a nice fresh free paper.

Tri-Met is a perfect simile in more ways than just circulation numbers.

"... the Chicago Tribune and the Dallas Morning News were caught up in class-action lawsuits by advertisers ..." -- I can't remember when my memory doesn't work. ... but I thought it was the Chi. Sun Times ... since I thought they were still in business.

"... USA Today has inflated its circulation numbers for years by claiming those free copies left at every hotel ..."

A variation on that is, (you might like this one, Jack), free bundles delivered -- unsolicitied -- to schools and public buildings, and then the 'subscription value' deducted (above the line) from taxes.

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In Vino Veritas

Falset, Garnacha Rose, Montsant 2006
Castello di Bossi, Chianti Classico 2004
Domaine Chandon, Pinot Noir, La Riviere Sonoma 2006
Brazin, Old Vine Zinfandel, Lodi 2006
B.R. Cohn, Silver Label Cabernet 2006
Casillero del Diablo, Cabernet 2007
Gentil Hugel, Alsace 2006
Mesoneros de Castilla, Ribero del Duero, Rosado 2008
Cor, Momentum 2007
Santa Margherita, Pinot Grigio 2006
Rubico, Lacrima di Morro d'Alba 2007
Gilstrap Brothers, Reserve Merlot 2003
Conundrum 2007
Chandler Reach, 36 Red
Santa Rita, Reserve Cabernet 2005
Marietta, Old Vine Red Lot 47
L'Ecole No. 41, Recess Red 2006
Dom Martinho, Red 2004
Beaulieu, Georges Latour 1994
Caymus, Cabernet 1995
Columbia Winery, Merlot 2005
Bergevin Lane, Columbia Valley Cabernet 2005
Savigny-les-Beaune, Les Lavieres 2003
David Hill, Reserve Merlot, Rogue Valley 2006
Educated Guess, Cabernet 2006
Maquis Lien, Red 2005
Charles Smith, Kung Fu Girl Riesling 2007
David Hill, Farmhouse White
Robert Mondavi Solaire, Cabernet 2005
Castello Monaci, Liante, Salice Salentino 2006
Ricardo Santos, Malbec 2006
Quinta da Espiga, Tinto 2006
Charles Smith, Holy Cow Merlot 2006
Charles Smith, Boom Boom Syrah 2006
Charles Smith, The Honorable Pinot Gris 2007
Santa Rita, Cabernet Reserva 2005
King Estate, Pinot Gris 2007
Gloria, Douro, Tinto 2002
Bogle, Petite Sirah Port, Clarksburg 2005
Cardwell Hill, Pinot Noir 2004
Silkwood, Red Duet Cabernet-Syrah 2004
Portuga, Vinho Branco 2006, 2007
Osborne, Solaz 2004
Santa Rita, Cabernet, Reserva 2005
Penfold's, Koonunga Hill, Shiraz Cabernet 2006
Chateau Ste. Michelle, Cabernet, Indian Wells 2004
Chateau Ste. Michelle, Merlot, Horse Heaven Hills 2004
Hannah Nicole, Red 2004
Penfold's, Koonunga Hill Shiraz Cabernet 2005
Protocolo, Red 2005
Woodbridge, Chardonnay 2006
Portuga, Vinho Branco 2006
Beaulieu, Cabernet, Rutherford 1998
Beaulieu, Cabernet, Rutherford 1996
Kirkland, Roogle Shiraz 2004
Garda, Classico Chiaretto
A to Z, Oregon Pinot Gris 2005
I Giusti & Zanza, Nemorino 2006
Treana, Marsanne-Viognier, Central Coast 2005
Fife, Syrah, "Stanford" 2000
B.R. Cohn, Silver Label Cabernet 2005
Marques de Casa Concha, Cabernet 2005
Santi, Sortesele Pinot Grigio 2006
Al Muvedre, Tinto Joven 2006
Layer Cake, Shiraz 2006
Gritti, Ca' Andrea, Umbria red 2005
Altos de Luzon, Jumilla 2004
Thomas Leithner, Zweigelt 2004
Cain Cuvee NV 3
Chateau Ste. Michelle, Merlot 2003
Meridian, Sauvignon Blanc 2005
Canoe Ridge, Merlot 2003
Paringa, Shiraz 2005
King Estate, Pinot Gris 2005
Canoe Ridge, Merlot 2003
Maculan, Pino & Toi 2005
Kris, Pinot Grigio 2006
Silvan Ridge, Pinot Gris 2006
Fife, Mendocino Syrah, "Stanford" 2000
Castle Rock, Cabernet, Paso Robles 2005
Willakenzie, Pinot Gris 2006
The Show, Cabernet 2005
Essencia Valdemar, Rioja Rose 2006
Chateau Ste. Michelle, Merlot, Horse Heaven Hills 2004
Beaulieu Vineyard. Napa Valley Cabernet 2004
Irony, Cabernet, Napa Valley 2003
Rosenblum, Petite Sirah, Heritage Clones 2005
Fra Guerau, Montsant 2002
Barefoot Chardonnay
Kana, Syrah 2004
Castell Salegg, Chardonnay, Alto Adige 2004
Fetish, The Watcher Shiraz 2004
Gold Note, Fair Play Zinfandel 2005
Chateau Ste. Michelle, Canoe Ridge Estate Cabernet 2003
Ponzi, Pinot Noir 2004
Red Diamond, Merlot 2003
Mateus, Rose
Benton Lane Pinot Noir 2004
Penya Cadiella Vins de Comtat 2003

The Occasional Book

Ivan Doig - Bucking the Sun
Penda Diakité - I Lost My Tooth in Africa
Grace Lin - The Year of the Rat
Oscar Hijuelos - Mr. Ives' Christmas
Madeline L'Engle - A Wrinkle in Time
Steven Hart - The Last Three Miles
David Sedaris - Me Talk Pretty One Day
Karen Armstrong - The Spiral Staircase
Charles Larson - The Portland Murders
Adrian Wojnarowski - The Miracle of St. Anthony
William H. Colby - Long Goodbye
Steven D. Stark - Meet the Beatles
Phil Stanford - Portland Confidential
Rick Moody - Garden State
Jonathan Schwartz - All in Good Time
David Sedaris - Dress Your Family in Corduroy and Denim
Anthony Holden - Big Deal
Robert J. Spitzer - The Spirit of Leadership
James McManus - Positively Fifth Street
Jeff Noon - Vurt

Road Work

Miles run year to date: 26
At this date last year: 13
Total run in 2008: 28
In 2007: 113
In 2006: 100
In 2005: 149
In 2004: 204
In 2003: 269
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