Newspapers Use Intrusive Marketing To Boost Numbers

Across the country each week, more than 1.6 million people who are not on newspaper subscriber rolls are being delivered copies that did not cost them a cent – but they are still being classified as paying customers, an analysis by The New York Times has found. The papers, which are typically paid for by advertisers, are delivered by small and large dailies across the country, including The Miami Herald, The Wall Street Journal, The San Jose Mercury News and The Boston Globe.
The unsolicited deliveries were made possible by rule changes the newspaper industry approved three years ago. The new rules allowed so-called third-party sales – which the industry once shunned – to be counted as part of a newspaper’s total circulation. Without them, many newspapers would be losing circulation at a far higher rate. In the industry as a whole, circulation has been falling for a decade or more.