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Newspaper Audit Shows Lower Circulation

Earlier this month it was reported that when paid online subscribers are counted, the Wall Street Journal is more widely circulated than the USA Today.The data came from the Audit Bureau of Circulations, which recently unveiled its latest survey of newspaper circulation numbers in a a searchable database. The ABC uses new criteria to measure newspapers' popularity, and the new numbers differ from previous tallies which were based primarily on total paid circulation.The Poynter Institute warns that the differences between old and new do will not accurately portray circulation changes. But, regardless of the data gathering method, the numbers don't look good for many newspapers, including the Courier-Journal. In 2007, the C-J was the 41st highest circulated paper in the nation, with more than 218,000 readers on an average weekday. Last year, the ABC showed circulation of 159,275. The new ABC numbers, however, place current weekday circulation at just under 152,000.

Gabe Bullard is the director of news and editorial strategy.