Subtle but significant changes to how the Audit Bureau of Circulation measures newspapers have been initially approved and will go into effect in 2009. Under the new rules, newspapers will be able to count circulation as “paid” regardless of the price at which the paper is sold, bringing newspaper rules in line with those for magazine publishers. Advertising opportunities are a prime driver behind content strategies. Is this the major step that will change the local newspaper into a daily or weekly magazine (don’t think about paper type and size as I say that, but publishing strategy), and drive breaking and spot news completely to electronic formats?
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