Business Brief: Vineyard Gazette annual circulation report reveals slight decline

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File photo by Susan Safford

The Vineyard Gazette’s total average print circulation dipped slightly over the past 12 months, the newspaper reported last week. A slight increase in newsstand sales was offset by drops in on-Island and off-Island subscriptions.

The numbers were reported in a required, official postal service statement, published in the Friday, October 5, issue of the Edgartown newspaper.

The Gazette’s total, average, paid on-Island circulation, including subscriptions (1,926) and newsstand sales (3,018), was 4,944 copies over the past 12 months, a decrease of 491 copies compared to 2011.

Off-Island subscriptions totalled 3,486, compared with 3,589 in 2011.

Total distribution, including newsstand sales and subscriptions was 8,472, compared with 8,569 in 2011.

The story, “Gazette reports circulation,” reported that traffic to the Gazette’s website, a paid subscription site, grew by 13 percent. The report provided no numbers to define the traffic increase.

The print figures were included in the Edgartown weekly’s U.S. Postal Service Statement of Ownership, Management and Circulation, published annually in October, a requirement of publications mailed at second-class postal rates.

The Vineyard Gazette’s owner is Jerome Kohlberg of Mt. Kisco, New York. A longtime seasonal Island resident, Mr. Kohlberg is a financier widely acknowledged as a leveraged buyout pioneer, first with Bear Stearns and later Kohlberg, Kravis, Roberts.

After he resigned from KKR in 1987, Mr. Kohlberg founded his own investment firm, Kohlberg & Company, now run by his son, with headquarters in Mt. Kisco.

The Martha’s Vineyard Times, the Vineyard Haven-based weekly, is delivered free to every Island postal customer, to inns and hotels, and sold at newsstands.

This week, The Times was delivered to 11,100 Island postal customers: Chilmark (375); West Tisbury (1,125); Vineyard Haven (5,050); Edgartown (2,450); and Oak Bluffs (2,100). Approximately 2,400 were delivered to 33 inns and to news outlets for sale.

For calendar year 2012, mvtimes.com is on pace to attract 2.6 million visits, including more than one million unique visitors, a number that reflects specific Internet addresses, a figure that is up 15 percent over 2011.