I have an idea for a new award. 'The Best Spin By A Newspaper Publisher on their Circulation Figures.'

The spin the newspapers put on their static circulation figures will truly be an award for creative myth confectionary.

The truth is that the battles the newspapers are waging for readers are for the readers they have, not the readers they could have or should have, to show the new creative advertising to.

My award would come right after the awards for creative newspaper advertising is handed out.