The latest circulation numbers for U.S. newspapers came out today and overall, they unfortunately continue to go down. The Audit Bureau of Circulations reports a 5% decline in average daily circulation from April 1-Sept. 30 compared with the same time frame in 2009.

Two papers, however, actually posted gains and one is my very favorite newspaper EVER: the Wall Street Journal. "The Journal" grew by 1.8%, the biggest gain, followed by the Dallas Morning News (go Dallas!).

I'm so glad to see this paper succeeding, because it is such a wonderful publication and I just thought I'd take a quick minute to tout the benefits of one traditional, not social, media outlet.

Back in the Day
As a kid, I remember walking into my dad's office and seeing him reading The Wall Street Journal. It was all a bunch of stock information and business news and I couldn't fathom how anyone could possibly want to read, and in fact do it by choice, such a boring newspaper. Fast forward 30 years and I am one of its most loyal readers and avid cheerleaders.

Any of my Step Ahead staff can tell you I say quite a lot "I read an article in the Wall Street Journal that..." and my clients are used to getting Journal articles emailed to them that offer good insight into their industry.

Why do I love the Journal?
1) Business News I Can Understand - Yes, I run my own business, but "business" is still not my first language :). I'd much prefer to talk tweets, pitching and positioning. The WSJ takes business news and turns it into something I can relate to and understand.

2) The "middle column"/A-hed article - Every day they write a quirky article about something you probably won't see anywhere else that sits below the fold on the front page. I think they broke the news about the really loud new Sun Chips bag, today was about people dressing as Snookie for Halloween and they get much more interesting and crazy.

3) The Weekend Journal - The Journal is definitely not all about business. Every weekend they have a great section with features on sports, entertainment, travel, food and more. It also usually has a very interesting front of section article. Two of the best recently were written by Tony Blair and Stephen Hawking. Fascinating.

4) Great social media coverage - The Journal does a great job of covering social media and how its impacting marketing. And they've even interviewed me once, so that means they are super smart :)!

5) Price - If you're new to the Wall Street Journal you can get it for a year for just more than $100. A very well-spent business expense. I guarantee you it will spark ideas, provide great information to share with customers and clients and keep you on top of what's going on in the world, in marketing and in business.

Do you read the Wall Street Journal? What do you love about it? Did I convince you to subscribe? :)

About Lyn Mettler
Lyn is the mother of two young boys, a social media nerd and the founder of Step Ahead Inc., a company which which combines the best of traditional public relations with social media campaigns and Internet marketing to maximize visibility for clients both online and off. She is the social media featured blogger for TwitterMoms.com, has been featured in the Wall Street Journal and Entrepreneur magazine, and also blogs regularly on her company website. Follow her on Twitter at @webprgirl.

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Tags: circulation, journal, media, newspapers, street, tmfc, tmmoney&business, traditional, wall

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Comment by Single Rose on November 14, 2010 at 9:30pm
I am publisher of the local newspaper www.KennedaleNews.com and oh yeah, dwindling circulation and nobody wanting to buy newspaper ads............might be time for me to throw in the towel on this particular project too....and hey - thanks for the shout out on friend feed the other day!
Comment by Tameka Linnell on November 3, 2010 at 1:58pm
You convinced me! =)
Ashlee@JOON

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