Only part of the circulation war between Honolulu's two daily newspapers is visible in the latest Audit Bureau of Circulations report, as Honolulu Star-Bulletin circulation figures were not provided.
The Star-Bulletin will announce plans tomorrow for a more comprehensive measurement of its circulation than that provided by the Schaumburg, Ill.-based audit bureau, according to Don Kendall, president.
In the ABC report issued yesterday, total paid circulation for the Honolulu Advertiser's Monday through Saturday circulation rose 32 percent to 150,277 in the six months ended March 31 from 113,806 in the year-earlier report. Sunday circulation for the Advertiser dropped 9 percent to 170,009 from 186,371.
An unaudited report from ABC estimated the Star-Bulletin's Monday through Saturday circulation at 63,342 for the six months ended Sept. 30, 2001. The Star-Bulletin began publishing a Sunday edition in April and reported circulation of 64,344 in the unaudited September report.
Officials at the Advertiser were pleased with the audit of its circulation. "We're doing exactly as we had planned," said Dennis Francis, general manager. "Our morning circulation is a little over 150,000 and that's what we went into the marketplace guaranteeing our advertisers in terms of circulation."
"Sunday (circulation) has certainly dipped compared to last year," Francis said. "It's down approximately 16,000 copies, but we think Sunday is strong."
In April last year the Star-Bulletin began publishing a Sunday paper to compete against the Advertiser's Sunday edition, which until that time was the only Sunday paper published on Oahu.
BACK TO TOP