Sales
The daily circulation of the Post decreased in the final years of the Schiff era from 700,000 in the late 1960s to approximately 418,000 by the time she sold the paper to Murdoch in 1976. Under Murdoch's first reign as owner, circulation soared to a peak of 960,000 in 1978 -- the majority of the increase stemming from a morning edition of the Post that Murdoch launched that year (The paper ended afternoon publication in 1981). A resurgence during the 21st century increased circulation to 724,748 in April 2007, achieved partly by lowering the price from 50 cents to 25 cents. During October 2006, the Post for the first time passed its rival, the Daily News, in circulation. The Daily News regained the lead over the Post in 2007 and the two rival tabloids have been locked in a virtual dead heat ever since. As of April 2010, the Post's daily circulation is 525,004, just 10,000 behind the Daily News.
Yet throughout Murdoch's years of ownership, the Post never made a profit, with at least one media report in 2012 indicating that the Post loses up to $70 million a year. One commentator has suggested that the Post cannot become profitable as long as the competing Daily News survives, and that Murdoch may be trying to force the Daily News to fold or sell out.
The Post's website also has high traffic. According to recent Nielson net ratings, the site ranks 8th in number of unique visitors to online newspapers.
Read more about this topic: New York Post
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