A newspaper's circulation is the number of copies it distributes on an average day. Circulation is one of the principal factors used to set advertising rates. Circulation is not always the same as copies sold, often called paid circulation, since some newspapers are distributed without cost to the reader. Readership figures are usually higher than circulation figures because of the assumption that a typical copy of the newspaper is read by more than one person. 

In many countries, circulations are audited by independent bodies such as the Audit Bureau of Circulations to assure advertisers that a given newspaper does indeed reach the number of people claimed by the publisher. There are international open access directories such as "Mondo Times", but these generally rely on numbers reported by newspapers themselves. 

In many developed countries, newspaper circulation is falling due to social and technological changes such as the availability of news on the internet. On the other hand, in some developing countries circulation is increasing as these factors are more than cancelled out by rising incomes, population, and literacy. 

The World Association of Newspapers and News Publishers (WAN-IFRA) publishes a list of newspapers with the largest circulation. In 2011, India led the world in terms of newspaper circulation with nearly 330 million newspapers circulated daily. In 2005, China topped the list in term of total newspaper circulation with 93.5 million a day, India came second with 78.8 million, followed by Japan, with 70.4 million; the United States, with 48.3 million; and Germany, with 22.1 million. Around 75 of the 100 best selling newspapers are in Asia and seven out of top ten are Japanese newspapers.
Are newspaper circulation rates dropping anywhere?
In many developed countries, newspaper circulation is falling due to social and technological changes such as the availability of news on the internet.