New York Post Circulation Declines
Newspapers have declined drastically in circulation. However, recently, the longest running American daily, The New York Post, has declined the most. According to a New York Times article, The Post went down about 30 percent in 2.5 years to 508,000, compared to the Daily News at about 544,000. The Post believed that a bigger circulation would help increase the exposure for advertisers and increase in sales.
Originally, they cut prices from 50 cents to only 25 to raise circulation profit. It worked for a while. However, since the economy’s downfall, circulation is continuously declining since it is only a “second-read” for people. Therefore the New York Post raised the prices back up to 50 cents.
How would this really help? If people already stopped purchasing the paper on their way to work or during weekends for only 25 cents, how will raising the price help the company? Technically, wouldn’t that deter more people from buying the paper? Sometimes I wonder how businesses make decisions like these.
