• by Joe Mandese  @mp_joemandese, November 3, 2003

The newspaper industry's efforts to halt its circulation erosion appears to be working, at least for weekdays. The average daily circulation for newspapers tracked in the Audit Bureau of Circulations so-called Fas-Fax report rose 0.2 percent to 48,997,100 for the six-month period ending Sept. 30, according to an analysis of the data released Monday by the Newspaper Association of America.

The daily gains were offset in part by a 0.4 percent decline in the average circulation of Sunday papers, which dropped to 53,854,152 for the six-month period.

The NAA and the Readership Institute have been working on a variety of initiatives to expand reach among newspaper readers, including targeting new, hard-to-reach audiences such as African Americans, Hispanics and young adults.

Recently, the industry began targeting Generation Y types with electronic versions of print edition newspapers, thinking the younger set might find the electronic versions more accessible.

A number of major dailies, meanwhile, have launched print editions targeted specifically at young readers.

"The launch of niche publications targeting younger readers and underserved markets, as well as the creation of new electronic products that leverage print with online, show that newspapers are evolving and adapting to changes in how consumers want to receive their news, information and advertising," said NAA President and CEO John F. Sturm.