The story newspapers miss when they focus solely on printed newspaper circulation are the gains newspapers have seen on their Web sites.
- Metro Denver is a perfect example. According to the Denver Scarborough Report (a national media research firm), 1.3 million adults read a printed newspaper at least once a week. That number hasn’t fluctuated significantly in over three years, even with the circulation changes documented in the article. Here's what HAS changed: In that same three years, the weekly unique visitor average for the Denver newspaper’s family of websites has grown from 827,582 to 1,286,070. Even with some duplication between print and online, there’s no question that the Denver newspaper total audience (print plus online) is at an all-time high.