"Newspaper circulation is important but readership is
the key issue," says Don Stinson, senior vice president of marketing for Gannett's newspaper division. [Publisher of USA Today]
"At the end of the day what we want to deliver to advertisers is prospects who are ready, willing and able to buy what they have to sell. Whether the person pays for the newspaper or got it from somebody else isn't particularly relevant. It's whether they read it."
From the Wall Street Journal, 2005