Audit Docks Newspaper Circ

The Audit Bureau of Circulations has docked The Morning News’ “average paid circulation” by 1,082 daily (Monday through Saturday) and 555 on Sundays for the 12-month period that ended March 31.r

Those newspapers were distributed primarily to hospitals and nursing homes, said Tom Stallbaumer, publisher of The Morning News.r

The newspaper’s distributor didn’t get 25 percent of the regular price (which would be 12.5 cents per issue mornings and 25 cents on Sundays), so ABC refused to allow The Morning News to count those newspapers as paid circulation.r

Stallbaumer said the distribution to hospitals and nursing homes will continue, but The Morning News still may not charge the 25 percent amount to qualify with ABC as paid circulation.r

“At this point, it is something that we’re just doing as a community service, not counting it as paid circulation,” he said.r

The audited figures show the Morning News with an average paid circulation of 36,587 daily and 39,646 on Sundays for the year ended March 31.r

That compares with 33,067 daily and 43,661 Sundays for the Arkansas Democrat-Gazette for Benton, Washington, Madison and Carroll counties combined. That area compares to the Morning News’ primary circulation zone, but the Morning News also had paid circulation of 222 daily and 286 on Sundays across the state line in Missouri.r