U.S. media companies are cheering news that paid circulation has risen at major newspapers, including The New York Times.  The report by the Audit Bureau of Circulation for the six months ending March 31 shows that online subscribers have boosted circulation figures.

In particular, The Times  has benefited from imposing a paywall, which provides some online content at no charge but requires a subscription for unlimited access. The Times quotes Caroline H. Little, chief executive of the Newspaper Association of America, who gave this spin to the report:

 We’re particularly gratified to note that newspapers’ embrace of digital platforms, as well as smart and efficient circulation strategies for print products, are reflected in the numbers, which clearly demonstrate positive trends in total circulation growth for publishers.”

The report suggests that readers are willing to pay for quality content online. But the larger challenge for news organizations will be replacing revenues lost when major advertisers started to abandon printed newspapers.

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