Can readership fall when circulation is rising?

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...