Dow Jones, parent company of The Wall Street Journal, sent out a release today announcing WSJ circulation gains, rising to 2,024,269 (Sept. 2009) from 2,011,999 (Sept. 2008). Paid circulation grew 0.78% to 1,437,853. The growth accounts to total circulation revenue of 10.1% for The Journal year-over-year. It also means that The Journal has passed USA Today as the largest U.S. newspaper.
Of course, there is still debate. “USA Today and many advertisers want to talk about paid print circulation that excludes those electronic-only subscribers The Journal includes in its total, top-line paid circulation figure. The Journal, on the other hand, has previously questioned the value of the many USA Today copies that hotel guests receive at no extra cost but still count as “paid” under Audit Bureau of Circulations rules,” writes Advertising Age‘s Nat Ives.