Washington Post 2007 Annual Report Download - page 22

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The following table shows the average paid daily (including Saturday) and Sunday circulation of The Post for the
12-month periods ended September 30 in each of the last five years (October 1 in 2006), as reported by the Audit
Bureau of Circulations (“ABC”) for the years 2003 through 2006 and as estimated by The Post for the 12-month period
ended September 30, 2007 (for which period ABC had not completed its audit as of the date of this report) from the
semiannual publisher’s statements submitted to ABC for the six-month periods ended April 1, 2007 and September 30,
2007:
Daily Sunday
Average Paid Circulation
2003 ................. 749,323 1,035,204
2004 ................. 729,068 1,016,163
2005 ................. 706,015 983,243
2006 ................. 681,510 945,343
2007 ................. 658,059 912,709
In The Post’s primary circulation territory, which accounts for more than 90% of its daily and Sunday circulation and
consists of Washington, D.C. and communities generally within a 50-mile radius from the city (but excluding Baltimore
City and its northern and eastern suburbs), the newsstand price for the daily newspaper was increased from $0.35,
which had been the price since 2002, to $0.50 effective December 31, 2007. All other rates are unchanged. The
newsstand price for the Sunday newspaper has been $1.50 since 1992, while the rate charged for each four-week
period for home-delivered copies of the daily and Sunday newspaper has been $14.40 since 2004, and the
corresponding rate charged for Sunday-only home delivery has been $6.00 since 1991. The same rates prevailed
outside The Post’s primary circulation territory until the third quarter of 2006, when The Post raised its newsstand prices
and home-delivery rates for such sales. Newsstand prices for sales outside the primary circulation territory were
increased to $0.50 for the daily newspaper and $2.00 for the Sunday newspaper, while home-delivery rates for each
four-week period increased to $20.00 for the daily and Sunday newspaper and $8.00 for the Sunday newspaper
only.
General advertising rates were increased by an average of approximately 4.0% on January 1, 2007 and by
additional amounts on January 1, 2008 that WP Company estimates will average approximately 3.5%. Rates for most
categories of classified and retail advertising were increased by an average of approximately 3.2% on February 1,
2007 and by additional amounts on February 1, 2008 that WP Company estimates will average approximately
2.9%.*
ThefollowingtablesetsforthThe Post’s advertising inches (excluding preprints) and number of preprints for the past five
years:
2003 2004 2005 2006 2007
Total Inches (in
thousands) ....... 2,675 2,726 2,661 2,613 2,301
Full-Run Inches ..... 2,121 2,120 1,943 1,839 1,592
Part-Run Inches . . . . 554 606 718 774 709
Preprints (in millions) . . 1,835 1,887 1,833 1,828 1,700
WP Company also publishes The Washington Post National Weekly Edition, a tabloid that contains selected articles
and features from The Washington Post edited for a national audience. The National Weekly Edition has a basic
subscription price of $78 per year and is delivered by second-class mail to approximately 26,400 subscribers.
The Post has about 596 full-time editors, reporters and photographers on its staff; draws upon the news reporting
facilities of the major wire services; and maintains correspondents in 17 news centers abroad and in New York City,
Los Angeles, Chicago and Miami. The Post also maintains reporters in nine local news bureaus.
In 2007, The Post launched a new reader rewards program called PostPoints to strengthen subscriber loyalty. The
program allows readers to earn points that can be exchanged for rewards by subscribing to The Washington Post,
shopping at participating major retailers, interacting on washingtonpost.com, and other similar activities.
6THE WASHINGTON POST COMPANY
*The percentages set forth in this paragraph were calculated from The Post’s published non-discounted advertising rates. However, most advertisers qualify for multiple-
insertion and other discounts, and the demand for advertising varies over time, so those percentages may not accurately reflect the actual revenue impact of
year-over-year rate changes.