Revenue may have missed the mark, but the New York Times' circulation is up dramatically.
The Audit Bureau of Circulation released a report Tuesday that showed the Times' circulation jumped 40 percent with an increase in paywall subscriptions.
Also read: New York Times Q3 Earnings Miss the Mark Even As Digital Subscriptions Grow
The Times' digital subscribers — which includes online and tablet readers — now total 896,352, making it the most popular paid newspaper site.
It still falls behind the Wall Street Journal's 2,293,798 and USA Today's 1,713,833 in overall circulation.
The paper also missed analyst projections during Thursday's third-quarter earnings announcement, as profits slid 85 percent to $2.28 million or two cents a share. Wall Street had predicted the company would post profits of $0.08 per share for the quarter.