Times Circulation Gains; Still Largest Metro Daily

The Los Angeles Times on Tuesday reported a weekday circulation gain of 32,787 and a Sunday circulation increase of 71,885, which allowed the publication to retain its position as the nation’s largest daily metropolitan newspaper.

For the six months ended March 31, daily circulation increased 2.7% to 1,242,864 while Sunday circulation rose 4.8% to 1,576,425, the newspaper reported.

The public’s hunger for news during the Persian Gulf War, as well as aggressive marketing and favorable reader reaction to content changes, were responsible for the circulation improvements, said David Laventhol, publisher and chief executive of The Times, which is owned by Times Mirror Co.

“As the war progressed, more and more people turned to The Times for comprehensive coverage,” Laventhol said. “Also, key initiatives such as the daily Ventura County edition, which began last year, and the marketing of our Sunday cable-television guide in Orange County and the Valley have helped to strengthen our circulation.”

The latest figures have been filed with the Audit Bureau of Circulations, which tracks newspaper circulation statistics. However, the Schaumburg, Ill.-based organization has not yet released its report for the six-month period, making comparisons to other newspapers difficult.

The New York Times recently reported that its weekday circulation rose by 59,500 to a record 1,209,200 for the six months ended March 31. Sunday circulation climbed to 1,762,000, up 56,000.

The Los Angeles Times saw increases in its key regional areas. Circulation in Orange County rose 2.6% for the daily newspaper and jumped 17.2% for the Sunday newspaper. In the combined San Fernando Valley and Ventura County areas, daily circulation was up 1.4% and Sunday circulation increased 10.5%. San Diego County’s daily circulation was 7.8% higher and Sunday circulation increased 4.8%.

The Times’ Orange County circulation numbers are those filed with the ABC. The six-month averages for San Diego and the San Fernando Valley and Ventura areas are based on the newspaper’s internal records.

The Times officially became the nation’s largest metropolitan daily newspaper a year ago, when it posted its largest circulation gains in more than 20 years.