The largest year on year declines were seen within the quality title market, the Observer suffering the greatest decline of 11.39%. It was the Independent and Independent on Sunday that has held its own, with the lowest year on year decline (0.42% and 0.92% respectively).
Moving into 2011, The Independent’s new sister paper, the ‘i’ reached a circulation of 133,472 in the month of January. This new title has been heavily advertised through out of home campaigns and a national television campaign on prime time channels. It will be interesting to see over the coming months how the ‘i’ copes within this tough market and if this new title can achieve Alexander Lebedev’s goal of ‘spicing up’ the Independent.
The Daily Mail managed to retain their circulation while The Daily Express continues its ongoing sad decline especially when you consider at one point its circulation matched that of The Daily Mail. Desmond has concentrated on building the Daily Star which now exceeds the circulation of The Express aimed at a younger, mass market male.
London’s two free titles, London Evening Standard and Metro continue to grow at a rapid rate. The London Evening Standard is predicting to reach a further 15% increase this year and firmly believe the technological advances and changes in methods of consuming media will not affect their products due to the free model they have.
|Title||Jan-10||Jan 11||YoY actual change||% YoY|
|National Newspapers – Quality|
|Independent On Sunday||153,975||152,561||-1,414||-0.92%|
|National Newspapers – Mid-market|
|Mail On Sunday||2,048,008||1,958,083||-89,925||-4.39%|
|National Newspapers – Popular|
|News Of The World||2,984,469||2,789,560||-194,909||-6.53%|
|Daily Star Sunday||358,814||316,712||-42,102||-11.73%|
|London Evening Standard||601,960||704,008||102,048||16.95%|
Facebook reaches 30 million target as print media face a scary future
Facebook has announced it now has more than 30 million users, with half of these returning to the site each day. Due to the growing importance of social media recommendations such as Facebook “likes”, it is widely acknowledged that these plug-ins are a determining factor to the content consumed by users.
Facebook’s growing reach and influence, combined with the increasing sales of smartphones and tablets is set to make the declining circulations of print media even more apparent. In a bid to improve relationships with newspapers and other media owners, Facebook has released statistics showing its influence over consumer’s online behaviour:
- Facebook plug-ins has resulted in a 700% increase in referrals to The Independent’s site.
- 10% of MailOnline’s traffic comes from Facebook.
- ‘The X Factor’ averaged around one million comments on Facebook during shows.
- 10% of the audience for Endemol and Channel 4’s ‘Million Pound Drop’ played along on Facebook during the show.
It is apparent that social media and the technological revolution are having a huge impact on consumer behaviour. However, it is important to note that individuals are still loyal to traditional print products such as newspapers and whilst methods of accessing these are changing, the consumer is charged when reading newspapers on i-pads or smartphones. Therefore, despite the decreasing circulations of printed titles, income is still being generated through alternative platforms. It is our belief that whilst print media is here to stay, the number of titles on the market will be reduced, as only the strongest will survive.
Smartphones and Data – Predictions for the Future
With rumours abounding about Apple’s iPhone 5, now is a good time as any to reflect on the increasing overlap between the smart-phone and the ‘real world’ – and the subsequent result this could have on media research.
One of the more interesting speculations surrounding the new iPhone is that it may ‘near field communications technology’ (NFC). NFC is a technology utilised in swipe cards that can be used to pay for goods, tickets (i.e. the Oyster card) and even open your car.
From a media perspective, the smartphone’s increasing interconnectedness with ‘reality’ and growing ubiquity has the potential to turn it into a powerful research tool.
Data on newspaper and magazine consumption could be gathered through readers scanning the publication when bought. Smartphone’s ‘electronic ears’ could pick-up radio listening or TV viewing, enabling the easy, passive collection of this hard-to-get-data across a huge and increasingly growing population of smartphone users.
Have your say about the vast changes in technology. Do you think smartphones could become the digital big brother? Let us know
For any further information please contact Sarah Dallyn at Four Marketing & Media on 0870 626 9000