![]() ![]() In 2022, it noted, “digital access is no longer tracked” but “average circulation in print, digital replica” and “digital non-replica” is included. The decline for the most recent year may have been even greater because of a change in how Gannett counted: in 2021, it appears, it included “digital access” as a category of subscriber, presumably meaning print subscribers who also have digital access. In 10 years the JS has lost 74% of its daily paper readers. In 10 years the JS has lost 75% of its Sunday readers. The newspaper has seen its Sunday circulation plummet in 10 years from 299,000 in 2012 to 170,791 in 2018 to 129,887 in 2020 to 75,016 as of last fall. That’s down from a Sunday circulation of 115,026 in the previous year (September 2021), as the prior year’s report by Gannet shows, which is a decrease of nearly 35%, with a loss of nearly 40,000 subscribersĪnd that’s down from a daily circulation of 75,676 in the previous year, a decline of 36%, with a loss of 27,518 subscribers. The latest Form 10-K report required by the federal SEC and published by Gannett shows the Journal Sentinel now has a “combined” (print and digital) Sunday circulation of 75,061 and a combined daily circulation of 48,158 as of September 2022. Its parent company Gannett shows plummeting readership for the many papers it owns, including the Milwaukee Journal Sentinel, one of the national chain’s biggest daily newspapers. The latest circulation numbers for the Milwaukee Journal Sentinel are jaw dropping. 330 Kilbourn, where the Journal Sentinel offices are located.
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