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The author emphasizes the need for publishers to reduce the price of Sunday newspapers. Topics addressed include the inclusion of special sections focusing on entertainment in Sunday newspapers, the possibility that this price reduction will increase the number of newspaper readers, and the declining daily newspaper circulation between the 2004 and 2014 period.

Reports on the gains in circulation figures achieved by various U.S. newspaper publishers for the Audit Bureau of Circulations reporting period. General reasons behind the increase in circulation; Gains achieved by Hearst Corp.'s 'San Antonio Express-News,' in the six months ended September 30, 2002; Retention programs adopted by Belo Corp.'s 'The Dallas Morning'; Gains reported by publishers of other newspapers.

The article looks at the measures of publishers in increasing profits through newspaper circulation. Publishers want to increase the 20% contribution of circulation to total newspaper revenue since their papers are more valuable than their price-per-copy would suggest. The "Chronicles" in California encourages its readers to take a two-day package of Thursdays and Sundays instead of seven-day home delivery. However, circulation experts are concerned about aggressive pricing because long-term damage to a newspaper's advertising franchise is risky.

The article presents the October 30, 2006 Audit Bureau of Circulations (ABC) FAS-FAX. The FAS-FAX showed that newspaper circulation is declining but publications handled by Lee Enterprises performed well. Lee publishes mostly mid-sized papers that have been largely insulated from big circulation drops. Merrill Lynch analyst Lauren Rich Fine, in her trenchant analysis of the ABC results, called Lee the best performer of the companies observed.

The article describes the circulation strategies of newspaper publishers in the U.S. Based on the semiannual data of the Audit Bureau of Circulations in October 2009, weekday circulation dropped by 10.6% year-over-year. Gannett Chief Financial Officer (CFO) Gracia Martore noted that every paper at the company has aggressively increased its prices. James Moroney, publisher of the "Dallas Morning News," related that they lowered their dependency on advertising and improved its paper's content.

The article reports on the increase in the circulation of the newspaper "Philadelphia Inquirer." The paper increased its circulation by 0.6 percent to 352,593 copies. Michael Proebstle, vice president of circulation at "Philadelphia Inquirer" and its sister "Philadelphia Daily News," wanted to have the money and the readers, especially since his boss, publisher and part-owner Brian Tierney, made circulation growth a main priority. Proebstle credits Tierney for putting money into the circulation department and marketing the paper on radio and television.

The authors discuss whether the decision of the newspaper "Fauquier Times-Democrat" to drop the word "Democrat" from its name will affect circulation. Emerson College journalism student Abigail Collins believes the decision to change the name of the paper will make new readers think that the paper is unbiased and as long as the paper writes factual reports, old readers will remain. "St. Cloud Times" executive editor John Bodette asserts that content is what will determine circulation.

The article reports on the circulation success of the newspaper "The Dallas Morning News," the flagship newspaper of A.H. Belo in Texas. The newspaper is seeing success with its reverse publishing model by appealing to readers with what readers know best, themselves. In 2005, the paper launched community newspapers targeted to select ZIP codes. On April 1, 2007, the paper launched a series of companion community micro-sites under the heading NeighborsGo.com, through which users can submit content directly online.

Deals with the move of "Delta Democrat Times" newspaper to change into afternoon circulation. Production of its sister paper "The Clarksdale Press Register"; Acquisition of the newspaper by Emmerich Newspapers in 2001; Advantages of shifting into afternoon circulation according to owner Wyatt Emmerich. INSET: Roanoke reads all about color register woes.