A
newspaper's
circulation is the number of copies it distributes on an average day. Newspaper circulation rates are currently experiencing a downward trend. Circulation is one of the principal factors used to set
advertising rates. Circulation is not always the same as copies sold, often called
paid circulation, since some newspapers are distributed without cost to the reader. Readership figures are usually higher than circulation figures because of the assumption that a typical copy of the newspaper is read by more than one person.
In many countries, circulations are audited by independent bodies such as the Audit Bureau of Circulations to assure advertisers that a given newspaper does indeed reach the number of people claimed by the publisher.
The World Association of Newspapers (WAN) publishes a list of newspapers with the largest circulation. In 2005, China topped the list in term of total newspaper circulation with 93.5 million a day, India came second with 78.8 million, followed by Japan, with 70.4 million; the United States, with 48.3 million; and Germany, with 22.1 million. Around 75 of the 100 best selling newspapers are in Asia and seven out of top ten are Japanese newspapers. [1]
The Japanese Yomiuri Shimbun, Asahi Shimbun, Mainichi Shimbun and Seikyo Shimbun are still the best-selling newspapers in the world. Germany's Bild became the only entry in the top ten from outside of Asia. Reference News (????) is the most popular paper in China. The highest selling from the United States is USA Today, which is 13th in the world.