The main U.S. newspaper auditing group said Tuesday that it would begin tallying online readership as well as print-edition circulation in a boost to an industry where advertising sales have suffered from a migration of readers to the Web.
The Audit Bureau of Circulations said it would release newspapers' print, online and combined readership figures. The numbers are a key factor in negotiations on newspaper advertising rates between newspapers and marketers.
An advertiser's main way of gauging a publication's health has been to measure the number of subscribers who buy the print edition each day.
The Audit Bureau releases average paid daily circulation for newspapers twice a year. Those numbers have been declining for years, prompting advertisers to shift more of their print budget to other media outlets.