A Word About Online Advertising

If you had any doubts that the future of advertising lies with more online presence, this should dispel some of those doubts. The Audit Bureau of Circulations reported the following statistics at the end of September.

1. USA Today: 2,269509, (-1.3%)
2. The Wall Street Journal: 2,043235, (-1.9%)
3. The New York Times: 1,086,798, (-3.5%)
4. Los Angeles Times: 775,766, (-8.0%)
5. The New York Post: 704,011, 5.3%
6. Daily News: 693,382, 1.0%
7. The Washington Post: 656,297, (-3.3%)
8. Chicago Tribune: 576,132, (-1.7%)
9. Houston Chronicle: 508,097, (-3.6%)
10. Newsday: 413,579, (-4.9%)
11. The Arizona Republic, Phoenix: 397,294, (-2.5%)
12. The Boston Globe: 386,415, (-6.7%)
13. The Star-Ledger, Newark, N.J.: 378,100, (-5.5%)
14. San Francisco Chronicle: 373,805, (-5.3%)
15. The Star Tribune, Minneapolis: 358,887, (-4.1%)
16. The Atlanta Journal-Constitution: 350,157, (-3.4%)
17. The Plain Dealer, Cleveland: 336,939, (-0.6%)
18. The Philadelphia Inquirer: 330,622, (-7.5%)
19. Detroit Free Press: 328,628, (-3.6%)
20. The Oregonian, Portland: 310,803, (-6.8%)
21. The San Diego Union-Tribune: 304,334, (-3.1%)
22. St. Petersburg (Fla.) Times: 288,676, (-3.2%)
23. The Orange County (Calif.) Register: 287,204, (-3.7%)
24. The St. Louis Post-Dispatch: 276,588, 0.6%
25. The Sacramento (Calif.) Bee: 273,609, (-5.4%)

While not a nail in the coffin of newspapers, it demonstrates what is a continued trend away from print-only media. The future lies with those entities that are able to pull off a truly integrated approach, placing the right message in the right place at the right time.

As Online Spin notes, we're at a point of severe fragmentation, consumers who are already time-crunching and the advent of many easy to use tools and services.

So put down that newspaper and get to work!