The flagship paper for New York City - The New York Post reports results concerning its second rate competitor that raise the spirits on this overcast day. While the Post's circulation within the five boroughs has increased by by some 29% over the period '01-'04 the NYT's circulation for the same area dropped a handsome 18.7%. The Time's ill thought and poorly executed plan to go "national" has increased its total circulation by a whopping .5% (that's half of one per cent).
What percentage of the costs associated with going national might that .5% increase cover? My bet is that it covers much less than its equivalent - perhaps .005% of the additional cost.
It is good to know that Sulzberger and Keller's business acumen is as substantial as their sense of civic duty. May they and every NYT shareholder reap all that they have sown.
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