MediaGroup VP argues against circulation numbers

Matt Baldwin, vice president of research for MediaNews Group, posted on Poynter Online today and argued that newspapers should not focus on their circulation numbers when estimating their audience reach.

No one will deny that media today is changing. No one will deny that media today is challenged like never before. Telling the whole story is our ultimate responsibility - to readers, consumers and advertisers alike

.Baldwin says newspapers should take a cue from broadcast news organizations and look at the audience as a whole - a combination of circulation in the print edition and the number of views a paper's website gets.
According to Baldwin, this is important specifically because so many people are getting their news online. He argues that the audience isn't diminishing, it's simply moving.

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