Can readership fall when circulation is rising?

Andrew Green

While an increase in newspaper or magazine circulation may appear to imply a concomitant rise in readership, almost all previous research has actually failed to prove a link between the two measures.

Can readership fall when circulation is rising?

Andrew GreenZenithOptimedia

BACKGROUND

It might seem obvious to many people that, if the circulation of a magazine or newspaper rises, the number of readers will – in the fullness of time, if not immediately – also rise. But years of investigation by researchers has failed to demonstrate any such obvious or straightforward link between circulation and readership.

THE ISSUE

In theory of course, there is no reason why circulation and readership should move in the same direction. Both are measures of different things. There is nothing to prevent somebody who used to...

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