To put things in perspective: When the newspaper first moved into its current location at 633 N. Orange Ave, they had 1,200 employees. About 4-5 years ago, the paper had a staff of 1,300 people. Currently, the Orlando Sentinel as an entire paper has less than 1000 employees and a staff of less 250 people in its newsroom.
Along with loss of employees, most people would think its fair to say the Sentinel's circulation has shrunk as well. Yet, on the front page the paper boasts "reaching 1.2 million weekly in print and online". While, it can be noted that the same subscript used to say 1.3 million (so it reflects some change), the numbers are still questionable.
In the newspaper business, the numbers from the Audit Bureau of Circulations (ABC) are pretty much the only ones that matter. Those are basically the numbers that matter to advertisers and basically the only definite numbers of a paper's readership. It can be assumed that more than one person read each copy of the newspaper, but nobody has any proof. In the Sentinel's case the only proven number of readers- its circulation- were recorded by the ABC as follows:
Monday- Friday: 227,593
No matter which way you use the averages of those numbers, you do not get anything near to 1.2 million people definitely reading the paper.
Yet, the Sentinel is most likely boasting its readership (an indefinite number). The paper admittedly includes people (reading, randomly clicking) online in its readership, which could work if those people read the online version as a newspaper. But how can anyone tell? How does the OrlandoSentinel.com know whether these people are actual readers? Are they counting computer cookies? If so, then aren't one time vistors and people checking backlinks being included in readership? How many stories does a visitors have to read to be counted as readership? Do they even make sure those people read any stories?
I would love to know how their boasted readership is calculated. Because if they are being at all loose with numbers, then that's a big fat mislead on the top of the newspaper.
So, who are these 1.2 million?