Star Tribune Posts Circulation Gains for Sixth Consecutive Reporting Period
Impressive Growth Streak in Alliance for Audited Media Rankings Complemented by Strong Gains in Paid Digital Subscriptions and Opt-In Pre-Print Advertising Delivery
MINNEAPOLIS – April 30, 2013 – Star Tribune Media Company today reported that it has once again posted growth in circulation for both its daily and Sunday editions. According to the Alliance for Audited Media (formerly the Audit Bureau of Circulations), Sunday circulation for the Star Tribune has increased for the sixth consecutive six-month reporting period while weekday circulation increased for the fifth consecutive reporting period.
Sunday circulation grew to 515,078, a 0.1 percent increase from the prior period, making Star Tribune the seventh-largest Sunday newspaper in the U.S.—and the fifth-largest by print circulation. Weekday circulation rose to 301,345, a 0.3 percent increase from the preceding six months, making the Star Tribune the nation‘s 14th-largest daily. Together, the Sunday and daily editions give the Star Tribune the second-highest penetration among top-20 U.S. markets. (Source: Scarborough Newspaper Penetration Report CBSA/MD 2012 Release 2.) This multi-year growth trend and strong consumption pattern continues despite recent increases in home-delivery and newsstand prices.
Paced by Rapid Growth in Digital Content Offerings
Gains in both Sunday and daily circulation were driven by significant and rapid growth in paid digital subscriptions. Star Tribune offers readers a range of options on a range of devices. Collectively, these delivery channels enable Star Tribune to reach 58 percent of adults in the Minneapolis–St. Paul metro area—the highest local reach of any Minnesota media brand according to Scarborough Research. Across all digital channels Star Tribune now reaches 7 million unique visitors each month and delivers 79 million monthly page views.
StribExpress shows strong year-over-year growth
Separately, Star Tribune has also enjoyed strong growth for StribExpress, a free opt-in Sunday edition delivered to non-subscribers that includes exclusive lifestyle content and many of the weekly ads that Sunday subscribers receive. Alliance for Audited Media data shows Sunday StribExpress distribution increased 118 percent year over year, from 29,729 to 64,793 households. The popularity of StribExpress with both consumers and advertisers led Star Tribune to introduce a Thursday edition in March. Together these publications enable advertisers to reach tens of thousands of additional households before and during the critical weekend-shopping period.
“In this challenging business environment for media companies, we‘re very gratified to continue to record gains in our circulation and broaden our reach,” said Mike Klingensmith, publisher and CEO of Star Tribune. “These increases in paid circulation are an important validation of our continuing efforts to adapt to the changing needs and demands of our readers who want ‘anywhere access’ to high-value content. In particular, readers are enthusiastically responding to our digital subscriptions, which makes Star Tribune content available on a wide variety of popular devices.
“Ultimately, of course, it still comes down to the quality of the information we provide. Winning two Pulitzer Prizes earlier this month was a meaningful recognition that Star Tribune is committed to world-class journalism. We‘re delighted that our peers, our readers, and our advertisers have all helped us demonstrate that the model we‘ve crafted is valuable and successful.”
About Star Tribune Media Company
Star Tribune Media Company LLC is a locally owned and operated media company serving Minnesota and the upper Midwest. Minnesota is the only U.S. market in the top 10 in household income, home ownership, health and fitness, literacy, spending on the arts, credit scores and online activity. With the seventh largest Sunday and 12th largest daily circulation newspaper in the U.S., the most-visited local website, and Twin Cities Values, Star Tribune reaches more consumers than any other Minnesota media brand. For more information visit startribune.com/advertise.