Fact Check: The Newspaper’s Increasing Circulation

Statement: “We’ve seen an increase in circulation since Aug. 1,” Union-Tribune publisher Ed Moss said in an October 2009 interview.

Determination: True

Analysis: When Moss made his statement in October, the newspaper’s circulation had just hit a new recent low: 242,000 daily subscribers and 309,000 Sunday subscribers.

But Moss said then that despite having reached that low point, circulation was actually increasing. Circulation figures released today, which covers last October, support what Moss said.

The latest stats from the Audit Bureau of Circulations reveal that the Union-Tribune’s average paid circulation has grown by 6,925 daily subscribers and 1,298 Sunday subscribers since the previous reporting period. (The latest figures cover the six-month period ending March 31, 2010.)

It’s just the second time the newspaper has posted a gain of daily subscribers since early 2006. It’s the first Sunday readership gain since at least 2005. The Union-Tribune’s print circulation has steadily fallen since 2006, shedding more than 67,000 daily subscribers and almost 100,000 Sunday subscribers.

The circulation figures released today show that, at least for now, that decline has been staunched.

If you disagree with our determination or analysis, please express your thoughts in the comments section of this blog post. Explain your reasoning.

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— ROB DAVIS