Sometimes the react is better than the first act.
Mathew Ingram and Steve Yelvington have good posts on British newspaper consultant John Duncan Webster's Dictionary of Audience Exaggeration: How internet metrics promote the myth of the dying newspaper.
Yelvington has several nuggets, but this one I can't pass up quoting:
However, the notion that a newspaper's daily print sales figures should be multiplied by some factor to derive actual readers is wishful-thinking crap, and especially so in markets where the newspaper is home delivered, such as is typical in the United States. Try dividing! Once again, I ran over this morning's paper with my car on my way to work.