USA Today publisher: Circulation numbers show ‘our strategy is working’

USA Today publisher Larry Kramer sent this memo to his employees after getting the latest circulation numbers from the Alliance for Audited Media:

From: USA TODAY Publisher
Sent: Thursday, October 31, 2013 10:53 AM
Subject: Digital usage numbers spur overall circulation growth for USA TODAY

Dear Colleagues:

I wanted to share some exciting news. LOGO According to the latest Alliance for Audited Media (AAM) report released today – USA TODAY returns to the number one spot in total daily circulation in the United States.

Our circulation number now exceeds that of the Wall Street Journal and The New York Times. Total USA TODAY daily circulation grew to 2,862,229 for the period ending September 30, 2013. This increase is led by the first time inclusion of USA TODAY tablet and mobile phone app usage figures, as well as increased use of The Point.

The upward trajectory of USA TODAY’s digital growth matches the shift in habits of consumers wanting their news on-the-go. It’s important to note that the September 30th AAM report does not include circulation increases from our pilot partnership with U.S. Community Publishing. The next report will include the significant circulation increase from the local editions of USA TODAY in partnership with The Indianapolis Star, The Democrat and Chronicle in Rochester, NY, Post-Crescent in Appleton, WI and The News-Press in Fort Myers, FL. Over the past year, we’ve made tremendous efforts to grow our audience through an increased digital presence and through partnerships with our local media partners. And the good news is that our strategy is working – we are growing audience and market share.

We’ve talked often about managing our transition and this is an excellent example of the progress we’ve made as a brand. As news consumption habits continue to change, we remain focused on giving our on-the-go audience the compelling content they desire. Whether they choose to connect with us via print, desktop or mobile, our rising audience numbers prove that we’re engaging more consumers every day. These numbers are a direct result of your hard work. Please take a moment to celebrate your success. We are making great strides in managing our transition and I could not be prouder of our efforts.