It's not about circulation, it's about readership. And with The Sun , our readers choose how many papers to distribute.

We believe that readership and circulation need to be looked at in tandem because today's newspaper's brand includes not just the core product but the leading local web site and an array of other products in that market as well.

People enjoyed it immediately and other papers noticed the jump in circulation,

If you take a print magazine with a million person circulation, and a blog with a devout readership of 1 million, for the purpose of selling anything that can be sold online, the blog is infinitely more powerful, because it's only a click away.

If words come alive on the page, the writer succeeds in connecting to the reader.

If you attempt to burn 20 copies and distribute them to the kids who come to your son's birthday party, that's not possible.