Monthly Archives: May 2012

Decline in UK Daily Newspaper Market

Last weeks ABC circulation figures have shown that the UK daily newspaper market is still in decline, down 7.6% from April 2011. The rate is steadily increasing month by month. In February 2012 the total circulation of the UK daily newspaper market fell by 5.2% from February 2011, the figures were even higher over the 12 month period from March 2011 with a decline in circulation of 7.4%. We will have to wait till next months ABC figures to see whether the negative trend is increasing or whether it is stabilising slightly.

In terms of quality daily titles, the Daily Telegraph was the only title to see a small PoP uplift of just 0.1%. The Independent saw the biggest fall, down 82,000 copies over the last 12 months. This was a YoY drop of 45.4%. The Times had a drop of 12.6% from last April, which was trumped by the Financial Times, who recorded a 17.8% YoY drop, this equates to just over 66,000 copies according to the latest figures. However, it is worth bearing in mind that the drop in circulation of many of the quality daily titles can be attributed to many of their readers choosing to use online or app offerings from the papers. The Times, Financial Times and Telegraph have very strong app offerings which are showing ever increasing download figures on a month by month basis.

One newspaper posted an increase in its circulation over the past year. The i has seen its circulation rise by 68.6% over the past 12 months. This is a YoY increase in circulation of 110,497 where as its stable mate the Independent has seen its circulation fall by 82,107 (45.4%). This is excellent news for the newspaper and shows that there is still growth within the UK Daily Newspaper market for those publishers who are willing to innovate and invest.


Source: Mintel

In terms of the popular daily titles The Sun saw a small rise in PoP of 0.4% where as the Daily Star saw a fall of 0.5%. Over the past year the Sun has seen the biggest loss in circulation of 159,102 copies, yet it remains the biggest selling daily title in the UK with a circulation of 2.6million which dwarfs its nearest rivals by almost 1.5 million copies.


Source: Mintel

The London free press as a whole has seen its circulation remain almost static as total circulation increased slightly (0.1% YoY). Metro (London) performed the strongest with an increase in its circulation of 8,373 over the past 12 months, compared to the decrease in circulation from City A.M (3,231) and the London Evening Standard whose circulation decreased by 3,944.


Source: Mintel

For the first time the ABC figures include a separate Saturday average, this has confirmed a significant uplift of Saturday newspaper editions. The Guardian has seen the biggest difference between its weekday and weekend sales. It has more than doubled its Saturday circulation to 377,000 copies compared to that of the weekday circulation (178,000). The Daily Mail has seen a similar uplift in its Saturday circulation selling 2.7 million copies compared to 1.7million during the week.

The Sunday Newspaper market now includes the new edition of The Sun. The Sun on Sunday sold 3.21 million copies in its first week, however, the figure dropped to 2.7 million in its second week. The ABC release shows that overall the Sunday market is performing strongly and is up 31.6% YoY. The strong YoY increase of the Sunday newspaper market from April 2011 can solely be attributed to the Daily Star Sunday posting a YoY circulation increase of 55.9% (172,988 copies). This cannot, however, be attributed to a slash in cover price as the publications cost has increased slightly over the past year. In April 2011 the cover price stood at 35p in comparison to 50p in 2012.

In terms of the Sunday Newspaper markets top performance, the Sunday Times performed strongest posting a percentage increase of 2.9% PoP despite suffering a huge loss in circulation in April of approximately 63,000 copies. On the other hand, the Sunday Times has seen a strong rise in iPad app downloads with page views for April 2012 totalling 68,982,986. This figure is extremely positive and shows that the digital market is performing stronger than ever.

ABC April

Source: Mintel

In terms of the coming few months, we can assume that the newspaper circulations will plateau or possibly increase slightly during the Jubilee period and the Olympic Games. Readers will hopefully be purchasing newspapers to keep up to date with the most recent news and photos from both Events.

National Newspapers – May 2012 – ABC figures

Title Nov 10 – Apr 11 Oct 11 -Mar 12 Nov 11- Apr 12 YoY actual change % YoY POP actual change % POP
National Newspapers – Quality
Daily Telegraph 637,233 588,702 584,349 -52,884 -8.3 -4,353 -0.7
Times 451,910 405,602 401,775 –50,135 -11.1 -3,827 -0.9
Financial Times 384,501 328,579 322,331 -62,170 -16.2 -6,248 -1.9
Guardian 266,440 224,611 222,003 -44,437 -16.7 -2,608 -1.2
i N/A 240,680 250,356 N/A N/A 9,676 4.0
Independent 180,411 116,637 111,086 -69,325 -38.4 -5,551 -4.8
Independent On Sunday 152,311 127,530 126,013 -26,298 -17.3 -1,517 -1.2
Sunday Telegraph 493,449 460,772 458,135 -35,314 -7.2 -2,637 -0.6
Sunday Times 103,4212 950,066 947,517 -86695 -8.4 -2,549 -0.3
Observer 304,870 260,903 258,422 -46,448 -15.2 -2,481 -0.6
National Newspapers – Mid-market
Daily Mail 207,6039 198,1883 198,0572 -95,467 -4.6 –1,311 -0.1
Daily Express 629,531 588,375 580,999 -48,532 –7.7 -7376 -1.3
Mail On Sunday 193,8348 1,915,412 1,885,690 -52,658 -2.7 –29,722 -1.6
Sunday Express 548,608 602,232 579,349 30,741 -5.6 -22883 -3.8
National Newspapers – Popular
Sun 2,835,606 2,631,598 2,616,354 -219,252 –7.7 -15,244 -0.6
Daily Mirror 1,166,752 1,172,785 1,096,918 -69,834 -6 -5,379 -0.5
Daily Star 718,670 629,234 621,444 -97226 -13.5 -7,790 -1.2
Daily Record 306,535 285,355 280,008 -26,527 -8.7 -5,347 -1.9
Daily Star Sunday 314,069 612,318 580,806 266,737 84.9 -31,512 -5.1
Sun N/A 2,426,894 2,297,441 N/A N/A -129,453 -5.3
Sunday Mirror 1,077,060 1,590,098 1,492,737 415,677 38.6 -97,361 -6.1
People 489,308 706,988 658,135 168,827 34.5 -48,853 -6.9

Rise in Radio Listeners

Source: MediaTel

Source: MediaTel

RAJAR recently released their Q1 2012 results. On average, 90% (46.7 million) of the UK adult population tuned into radio each week, 45% of whom tuned in via a digital platform. These figures are marginally lower than Q1 2011, which saw a record high of 47.3 million, a 1.2% difference. The transition of traditional to digital radio continues to increase, with the weekly reach via a digital platform increasing by 5% year on year.

Commercial Radio saw a 1.2% rise in reach to over 33 million listeners, whilst the BBC saw fewer people tune in, however, BBC listening hours increased.

In London, Capital London proved the most successful breakfast chart show, followed by Bauer’s Magic and Kiss. Capital London remains London’s number one station, having recorded its highest reach figures since 2004.

Kiss’ Andy Roberts recently remarked “We’ve seen another good period of growth for Kiss across both the UK and in London – it really is down to understanding the audience and creating engaging content. We’ve worked hard to engage audiences across multiple Kiss touch-points such as social media and really give them content they can push or pull to take away and share.”

Radio is one of the oldest media in the world, and yet, remains contemporary and ‘moves with the times’. Today’s radio stations are constantly reminding advertisers and consumers that they present a 360 brand offering; with web pages, apps and events.

Results show the overall growth of Commercial Radio as well as the increase in popularity of smaller local stations, and therefore providing more advertising opportunities. With market revenue forecast to grow by 4.1%, the future of Commercial Radio is looking extremely positive in relation to its regional press competitors.

Advertising with Facebook has Grown Year on Year


Source: Mashable

Advertising with Facebook has grown year on year. Therefore, it was a great surprise when General Motors pulled its $10 million budget from Facebook. Following this news, there has been a flurry of debates regarding whether or not Facebook is a worthwhile advertising and marketing investment. It also begs the question whether social media as a whole is a good investment.

Facebook is the world’s biggest ever media property, with 901 million active users and over 500 million daily logins. These statistics show the astronomical reach and frequency which Facebook has to offer, with a large amount of users being young, wealthy and well educated. Also, content such as statuses, posts and tweets can now be tagged and their conversions assessed. Monitoring systems such as Klout offer the service to determine how a social media platform is performing against its competitors and whether it has produced a significant ROI.

For the UK alone, Facebook has 30,945,100 users, 49.63% of the country’s population. In contrast to LinkedIn, which reaches just 13.42% of the UK population. Facebook users in the UK have increased by 1.52% in the last 6 months and by 2.30% in the last 3 months. The network along with LinkedIn and Twitter is constantly growing and the emergence of Google+, Pinterest and Quora has created exciting advertising and marketing opportunities.

A recent study showed that click through rates for Facebook display ads were up 18% when compared to 2011. The table below highlights the most popular and successful advertising categories. Further to this, in April 2012, 7% of all visits to a website came from Facebook, making Facebook the second biggest source of traffic in the UK, after Google.

CTR League

Source: TBG Digital

It must be remembered that Facebook offers more than advertising alone, with a number of fan pages, advertisers can promote their brands through social media. 500 hours are spent on Facebook in the UK every month, with the average session lasting 22 minutes. One Facebook fan to a company’s fan page means an additional 20 visits to the website each year.

With all of this in mind, it can be questioned whether or not General Motors made the right decision pulling their Facebook budget. With users ever increasing and strong results being achieved, Facebook along with Twitter and LinkedIn are proven as a successful marketing tools and ones which will continue to provide positive results.