The TU foreshadowed the bad news on Saturday, announcing John DeAugustine as its new circulation director, a hired gun with a mandate to get the numbers up. TU General Manager Robert Wilson said: "I'd be tickled to have a gain in March and reverse those losses."
Translation: Listen, Johnny...It would be a real shame if those numbers aren't up by March, capisce?
As the Newspaper Association of America will aggressively tell you, circulation doesn't tell the whole story of readership and relevance. It's important to take into account how many people read each issue and online use ---not to mention the demographics of the readers.
If I were Mr. DeAugustine I'd get the circulation up anyway.