Washington Post 2010 Annual Report Download - page 35

its audit as of the date of this report), from the semiannual publisher’s statements submitted to ABC for the 27-week period
ended April 4, 2010, and the 26-week period ended October 3, 2010:
Average Paid
Circulation
Daily Sunday
2008 .................................................... 639,474 878,110
2009 .................................................... 615,353 845,588
2010 .................................................... 556,472 781,173
The Post’s primary circulation territory accounts for more than 90% of its daily and Sunday circulation and consists of
Washington, DC, and communities generally within a 50-mile radius from the city (but excluding Baltimore City and its
northern and eastern suburbs). The current newsstand price is $0.75 for the daily newspaper and $2.00 for the Sunday
newspaper in this area. The rate charged for each four-week period for home-delivered copies of the daily and Sunday
newspaper was raised to $21.56 effective January 18, 2010. The rate charged for Sunday-only home delivery was
raised to $7.40 for each four-week period effective January 18, 2010. Outside the primary circulation area, the current
newsstand price is $1.00 for the daily newspaper and $2.50 for the Sunday newspaper. Rates for home-delivered
copies of the daily and Sunday newspaper outside the primary circulation area for each four-week period are $34.00
and are $10.00 for the Sunday newspaper only. From March 2, 2009, through January 17, 2010, newsstand and
home-delivery prices in certain counties outside the greater Washington area were $0.75 daily and $2.00 on Sunday.
As of January 18, 2010, prices in these counties are the same as those in areas outside the primary circulation area.
The Post’s subscriber loyalty program, PostPoints, has approximately 140,000 members. The program allows readers to
earn points, exchangeable for rewards, through a variety of activities centered on interacting with The Washington Post in
print and online, shopping at participating advertisers and helping the community.
In January 2010, the Post’s print and online operations were integrated. As a result, WP Company now publishes the
newspaper’s Internet site, washingtonpost.com, that currently features much of the full editorial text of The Washington Post
and most of the Post’s classified advertising, as well as original content, blogs written by Post reporters and others,
interactive discussions hosted by Post reporters and outside subject experts, user-generated comments and content
obtained from other sources.
As measured by WP Company, this site averaged more than 266.9 million page views per month and had an average
of 28.2 million unique visitors per month during 2010. The Internet site also features extensive information about
activities, groups and businesses in the Washington, DC, area, including arts and entertainment and news focusing on
politics and on technology businesses and related policy issues. This site has developed a substantial audience of users
who are outside the Washington, DC, area, and WP Company believes, based on analytical data, that approximately
88% of the unique users who access the site each month are in that category. WP Company provides online advertisers
with a wide range of options, including the ability to advertise on selected pages or page combinations or to target
specific geographic areas and demographic groups. WP Company also provides content on websites specially
formatted to be downloaded and displayed on web-enabled cell phones and other personal digital devices.
WP Company launched several new ventures in 2010 and early 2011, including Capital Business, a weekly local
business news publication that is sold for $49 per year to Washington Post subscribers and $69 per year to non-
Washington Post subscribers; Washington Post Live, a conference and events business that produces live journalism
events and derives revenue from sponsorships and ticket sales; The Capitol Dish, an Internet site that provides time-limited
reduced-price offers for restaurants and entertainment events and shares revenue generated by the offers; and Service
Alley, a website offering a directory of home service providers for consumers, including ratings and reviews, and that
generates revenue through listing and couponing fees paid by the service providers. The Washington Post began offering
its iPad application on a free trial basis in November of 2010. It is anticipated that the Post will begin charging for
subscriptions in the future.
On January 1, 2010, WP Company and Bloomberg News launched The Washington Post News Service with
Bloomberg News, which offers a selection of content from the Post and Bloomberg News stories to newspapers and
other subscribers daily.
In January 2011, WP Company began licensing content of The Washington Post to Ongo, Inc., an online subscription-
based personal news service offering content from numerous news sources, including The New York Times, USA TODAY
and The Financial Times, in addition to the Post.
WP Company owns an interest in Classified Ventures, a newspaper industry company that offers online classified
advertising databases for cars and apartment rentals. The Post’s Internet site provides links to the Classified Ventures’
national car and apartment rental websites (cars.com and apartments.com).
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