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Recently, there was a small news item in an issue of Business Week magazine that most readers may have missed. Titled “Black, white and Unread," it caught my eye simply because of an accompanying picture of a news vendor featuring the San Francisco Chronicle. The caption that said the newspaper had lost more than a quarter of its circulation so far this year. (2009). This news item wasn’t actually all bad news for newspapers. It talked about a strategy that other newspapers, including the New York Times (NYT) and the newspaper group, Media General, used to cut costs. Surprisingly, they actually increased prices and cut circulation, and, over a six-month period ended September 2009, circulation revenues shot up. According to the Audit Bureau of Circulation, circulation revenues for the NYT and Media General rose 11 and seven percent, respectively.
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