Circulation & Readership

Our Circulation Remains Strong!

Total Average Paid Combined Circulation of The Salt Lake Tribune and Deseret News.

	1995	1996	1997	1998	1999	2000
Daily	188,406	190,511	192,018	193,203	197,200	204,254
Sunday	227,095	228,191	229,121	228,633	229,918	233,263

The factors influencing growth may include improved delivery and customer service, vigorous editorial competition between the two newspapers and the continued addition of new features to both publications.

Source: Audit Bureau of Circulation, Audit Report, 1994-1999.

Readership
The first rule of readership is that most copies of a newspaper are read by more than one person. The most recent comprehensive survey of the Salt Lake Primary Market area (Salt Lake and southern Davis counties) found that, on average, a daily copy of The Salt Lake Tribune or Deseret News is read by 2.5 adults.

That multiple indicates the active nature of newspapers in the home and office. Newspaper advertising does not disappear into the airwaves or get discarded after one exposure, but is passed on from one family member or office worker to another.

The standard audience measurement for the newspaper industry is the "average-issue" readership figure, defined as adults who report reading the weekday paper on the day preceding the interview, or the Sunday paper on the Sunday preceding the interview.

The most recent research, and every recent preceding study of the market, shows how just one advertisement in The Salt Lake Tribune and Deseret News reach 55% of adults on the average weekday and 65% on the average Sunday in the Salt Lake Primary Market Area.

Source: NAC/Belden Survey of the Salt Lake Market, 1995 - 2000

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