New rules allowed newspapers to boost circulation even if they aren't selling more copies
While U.S. newspapers are losing subscribers at a staggering rate, a few dailies stand out because their circulation is rising. But they aren't necessarily selling more copies.
Here's why: Since April 1, new auditing rules have made it easier for newspapers to count a reader as a paying customer.
These looser standards are especially helpful to a newspaper if it sells an "electronic edition." That can include a subscriber-only Web site, such as what The Wall Street Journal has, or it can be a digital replica of a newspaper's printed product. Several dozen publications, including USA Today, sell access to these daily "e-editions" that show how the news was laid out in print.
