D-G Circulation Jumps in NW

Since launching a Northwest Arkansas edition of the Arkansas Democrat-Gazette last July, the newspaper’s daily circulation has increased by about 70 percent in Washington and Benton counties. The statistics are from a one-day count taken on March 9 for the daily paper and March 7 for the Sunday paper.

Here are the numbers, audited by the Audit Bureau of Circulations and provided by Paul Smith, general manager of the D-G:

Benton County (total distribution):

• Weekday – 6,927, up 74.3 percent from last year’s one-day count of 3,974.

• Sunday – 9,146, up 42 percent from 1998’s figure of 6,443.

Washington County (total distribution):

• Weekday – 9,239, up 69 percent from 5,466 a year ago.

• Sunday – 12,443, up 45.3 percent from last year’s figure of 8,562.

Total distribution includes newspapers placed in racks. The rack newspapers that are unsold may later be returned to the D-G and circulation figures will be adjusted accordingly.

The average of the D-G’s paid circulation over the six months from October through March also increased, according to ABC publisher’s reports. The numbers from the four-county area (which includes Washington, Benton, Carroll and Madison counties) indicate the D-G went from a daily circulation of 9,366 to 12,800 (up 36.7 percent) and a Sunday circulation of 15,433 to 18,900 (up 22.5 percent).

Smith says about 95 percent of the four-county circulation is actually in Benton and Washington counties.

“It’s going up still as fast as it was,” he says. “We didn’t start the northwest edition until July 1, so we only had nine months to grow. … Our circulation is going up about 100 a week now.”

Some of the newspaper’s critics say the D-G’s circulation is up because the paper has slashed circulation prices to a less-than-profitable level in Northwest Arkansas.