The weakest link in the chain of spiralling circulation

Alberto Cárdenas Aldrete

In this article, Alberto Cárdenas Aldrete, of Salexperts, assesses whether the newspaper, as a medium, is going to disappear, why traditional circulation is declining, and whether it is possible to reverse any negative trends.

The weakest link in the chain of spiralling circulation

Alberto Cárdenas AldreteSalexperts, Mexico

In today's newspaper publishing arena, the industry is constantly being bombarded with the same questions: Is the printed newspaper going to disappear? Why is circulation in traditional newspapers going down? Is it possible to reverse this trend?

To the first question, the answer is “no.” To the second, the answer is obviously, “yes.” In answer to the third question, it certainly is. Too often when we see that newspaper circulation is going down, we try to find someone to blame. Circulation department? Editorial? Marketing?

Yet in...

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