Paper shuffle; Ownership change seen as opportunity for growth.(Detroit Free Press Inc)(Detroit News Inc)(MediaNews Group Inc)

Crain's Detroit Business, August, 2005 by Smith, Jennette

Byline: Jennette Smith An ownership shakeup for The Detroit News and Detroit Free Press gives Detroit's dailies an opportunity to build circulation and increase market penetration needed to retain national advertisers. Market penetration is the percentage of households that receive a copy of a newspaper.

According to a March Audit Bureau of Circulations publisher's statement, the Sunday combined paper reaches about 34 percent of local households. Those numbers include the city of Detroit, where circulation is particularly poor. A 2004 Media Audit report based on a survey asking participants if they have read the paper in the last five days estimates that 53.6 percent of the local population has read the Sunday paper and 42 percent has read a weekday...

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