© Chappatte
Circulation fell at most of the largest U.S. newspapers compared with a year ago, despite new rules that give publishers more flexibility to boost their totals.
The figures released Tuesday, for the six months ending in March, mark the first time that newspapers have calculated circulation under the looser guidelines from the Audit Bureau of Circulations.
Among other things, the changes allow publishers to include free copies given to newspaper employees and local schools; before copies had to be bought to be counted. The changes also make it easier for newspapers to lump separate editions under different titles into one total.
Newspaper circulation has been falling as readers shift from the printed newspaper to free websites and mobile services. The electronic alternatives have become even more tempting as newspapers charge more for their print editions. Some of the falling circulation stemmed from publishers' decisions to shrink their delivery areas to save money.
Circulation is important because it affects advertising rates. Print advertising has long been the main source of revenue for newspapers, but it has been falling because of the uncertain economy and a shift by advertisers to free and cheaper options on the Internet.
