The latest national newspaper circulation figures published by ABC this week show that the Daily, Free and Sunday markets were all down compared to this time last year.
When looking at the quality market, the Financial Times saw the biggest period on period (PoP) increase between May and June 2013 at just 0.7%. This equates to a circulation increase of 1,833 copies. However, the Financial Times did post a year on year (YoY) decrease in circulation of 13% which equates to 38,737 copies. One must take in to account that the FT has recently culled many of its bulk copies.
The Daily Telegraph posted a PoP increase of 0.3% (1,527 copies) between May and June with a YoY loss of 4.6%.
Despite YoY losses across the quality market, the “I” posted a circulation increase of 11.2% which equates to a total of 30,412 copies. However, it did post a PoP loss of 1.2% between May and June.
The mid-market titles did not fare any better, the Daily Express saw a loss of 0.6% from May and a 13.3% YoY loss. Despite the huge popularity of the Daily Mail’s online offering, its print circulation saw a YoY drop of 133,000.
Overall, the dailies were down 0.2% PoP and 0.9% YoY overall.
London Free Press
City A.M. was the only title in this market to see any period growth, at just 0.1%. The Metro (London) posted the greatest loss of all three title in June, its circulation fell by 3,188 copies.
The London Evening Standard posted a YoY loss of 0.1% which equates to just 555 copies.
Overall, the Free titles were down 0.3% PoP and 0.6% YoY overall.
The Sunday market did not see any YoY growth across June, however, the Sunday Post was up 5.1% PoP, this was the biggest increase across all three markets.
According to the latest figures, The Mail on Sunday took the biggest hit with its circulation down just over 42,000 (-2.5%).
All titles were down across the yearly period, with the Sun (Sunday) losing 314,704, followed by the Mail on Sunday (186,344).
Overall, the Sunday titles were down 0.4% PoP and 11.6% YoY, surpassing the million mark in terms of circulation loss.
The above figures have shown that overall, print circulations are declining. This in some respects is down to readers switching to digital platforms to consume their news, business and more general content.
The graph below shows the ever increasing trend of National Newspaper- daily average unique users, this is in stark contrast to how we see print circulations currently performing.
However, from an advertising point of view, we feel print is vital despite circulations reducing, the medium itself is tried and tested and promotes brand affiliation. These are key elements that print media has over its digital counterpart.
|National Newspaper ABC Figures – June 2013|
|Daily Titles||Jun-12||May-13||Jun-13||YoY Actual Change||YoY % Change||PoP Actual Change||PoP % Change|
|London Free Press||Jun-12||May-13||Jun-13||YoY Actual Change||YoY % Change||PoP Actual Change||PoP % Change|
|London Evening Standard||700,506||702,458||699,951||-555||-0.1||-2,507||-0.4|
|Total London Press||1,610,759||1,606,453||1,600,927||-9,832||-0.6||-5,526||-0.3|
|Sunday Titles||Jun-12||May-13||Jun-13||YoY Actual Change||YoY % Change||PoP Actual Change||PoP % Change|
|Independent On Sunday||122,588||113,082||111,986||-10,602||-8.6||-1,096||-1.0|
|Scotland on Sunday.||44,041||n/a||n/a||n/a||n/a||n/a||n/a|
|Mail On Sunday||1,824,393||1,680,069||1,638,049||-186,344||-10.2||-42,020||-2.5|
|Daily Star Sunday.||473,352||329,669||335,864||-137,488||-29.0||6,195||1.9|