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In what was then a break from the industry's practice, The Wall Street Journal began charging for online access to its business-oriented newspaper during the 1990s. That move helped The Journal leapfrog USA Today as the largest U.S. newspaper in 2009. The New York Times remained the largest Sunday newspaper with an average circulation of 2.32 million, a 16 percent increase from last year. Neither The Journal nor USA Today publishes a print edition on Sunday. USA Today's weekday circulation fell 8 percent from last year to 1.67 million. The newspaper, owned by Gannett Co., still offers free access to its website. Even so, USA Today delivers a digital version that had nearly 250,000 paying subscribers during the latest period, according to AAM. After The Journal first emerged with the largest total weekday circulation, USA Today could still claim the largest paid audience in print. That is no long true though. The Journal's print circulation totaled 1.48 million in the latest period versus 1.42 million at USA Today. In a statement, USA Today spokeswoman Heidi Zimmerman said the circulation figures don't capture the full scope of the newspaper's audience because the numbers omit digital readers who aren't paying to consume content. For instance, USA Today says it has more than 32 million readers on its website. The newspaper believes it will be able to make more money from that traffic by selling more digital ads.
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