For decades, the newspaper audience numbers that set ad rates have been measured by paid circulation. But with many people reading the paper only online - or as a "pass-along" -- the Audit Bureau of
Circulations is readying the roll out of a system for counting total readership. The new data will encompass pass-along and Web site traffic.
"It's important to realize that more
people want what we produce today than wanted it yesterday," says Gary Pruitt, chairman and chief executive of The McClatchy Co. "Our total audience is growing. That's not an easy thing to do in
today's modern media mix."
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