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Daily Bread for 2.28.23: Wisconsin Print Newspapers Are Now a Niche Medium

Good morning.

Tuesday in Whitewater will be partly sunny with a high of 46. Sunrise is 6:30 AM and sunset 5:43 PM for 11h 12m 50s of daytime. The moon is a waxing gibbous with 61.2% of its visible disk illuminated.

There will be a primary election canvass for the Whitewater Unified School District at 8:30 AM

 On this day in 1991, the first Gulf War ends.


Bruce Murphy writes Journal Sentinel Circulation a Disaster

The latest circulation numbers for the Milwaukee Journal Sentinel are jaw dropping.

Its parent company Gannett shows plummeting readership for the many papers it owns, including the Milwaukee Journal Sentinel, one of the national chain’s biggest daily newspapers. The latest Form 10-K report required by the federal SEC and published by Gannett shows the Journal Sentinel now has a “combined” (print and digital) Sunday circulation of 75,061 and a combined daily circulation of 48,158 as of September 2022.

That’s down from a Sunday circulation of 115,026 in the previous year (September 2021), as the prior year’s report by Gannett shows, which is a decrease of nearly 35%, with a loss of nearly 40,000 subscribers

And that’s down from a daily circulation of 75,676 in the previous year, a decline of 36%, with a loss of 27,518 subscribers.

The newspaper has seen its Sunday circulation plummet in 10 years from 299,000 in 2012 to 170,791 in 2018 to 129,887 in 2020 to 75,016 as of last fall. In 10 years the JS has lost 75% of its Sunday readers.

Meanwhile, the paper has seen its daily print circulation drop from 175,600 in 2012 to 111,251 in 2018, 83,628 in 2020 and 48,158 in 2022. In 10 years the JS has lost 74% of its daily paper readers.

And here we are: In Wisconsin, print newspapers are now a niche medium. 


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