L.A. Times Records Fourth Consecutive DailyCirculation Gain; Times Sunday Circulation Increases...

LOS ANGELES--(BUSINESS WIRE)--April 23, 1998--Los Angeles Times daily circulation is up 26,195 (or 2.5%) to 1,095,007, according to figures filed with the Audit Bureau of Circulations (ABC) for the six-month period ending March 31, 1997, subject to audit.

The Times' Sunday circulation

has also increased by 23,385 (or 1.7%), to 1,385,373. This marks the fourth consecutive ABC reporting period in which The Times has posted a daily circulation gain and the second consecutive ABC reporting period in which The Times' Sunday circulation has increased.

The Los Angeles Times is the second-largest metropolitan daily in the country and the largest newspaper in the West. "These latest circulation increases are proof of what can happen when an entire organization is committed to growth," said Times Publisher Mark Willes.

"Through journalistic enhancements to the paper, innovative marketing programs and total integration of all aspects of the business, we are connecting with readers and serving more people in this diverse community."

Last September, The Times introduced several new features and sections to the paper: a Health section on Mondays; a revamped Sunday Los Angeles Times Magazine; and special weekly features in the Business section on small business, marketing and advertising, and commercial real estate.

These are in addition to previous editorial enhancements, such as Calendar Weekend, Thursday's magazine-style guide to Southland entertainment, arts and leisure activities, which were introduced earlier in 1997. Other factors contributing to the gains were the Times in Education (TIE) program and The Times' aggressive, integrated marketing program. TIE has significantly increased the number of newspapers used by Southland teachers and students in their classrooms.

The Times' marketing effort includes an ongoing, multi-million-dollar "brand" advertising campaign; new single-copy sales programs with retailers such as Starbucks, and at special events such as the Los Angeles County Fair and the Rose Bowl and Rose Parade; subscription sales programs with other retailers such as Vons, Macy's and Barnes & Noble; new sales incentive and product training programs for its sales staff; and introductory discount offers to new subscribers.

The Times also began to see the benefits of a reorganization of its sales and distribution operation that was implemented the latter part of 1997. Among the programs that contributed to the Sunday gain was a direct-response television advertising campaign promoting Sunday subscriptions. The campaign ran in August 1997 and January 1998.

"While these are the big drivers behind the most recent circulation gains, it's the individual effort of each Times employee on a daily basis that makes such growth possible," said Jeffrey S. Klein, The Times' senior vice president and general manager, news.

"These numbers bear out our belief in the power of excellent editorial material supported by innovative and aggressive efforts to promote this great newspaper as a `must read' throughout this market."

CONTACT: Los Angeles Times

Mike Lange, 213/237-3848

mike.lange@latimes.com