Monthly Archives: July 2013

National newspaper round-up: June 2013

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.

Daily Titles

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.

Sunday Titles

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.

National Newspaper Daily Unique Users

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
Daily Telegraph 573,674 545,579 547,106 -26,568 -4.6 1,527 0.3
Financial Times 297,225 256,655 258,488 -38,737 -13.0 1,833 0.7
Guardian 211,511 192,376 187,000 -24,511 -11.6 -5,376 -2.8
i 272,597 306,578 303,009 30,412 11.2 -3,569 -1.2
Independent 90,001 75,089 73,060 -16,941 -18.8 -2,029 -2.7
Scotsman 35,523 n/a n/a n/a n/a n/a n/a
Times 400,120 394,982 390,941 -9,179 -2.3 -4,041 -1.0
Daily Express 602,482 525,235 522,264 -80,218 -13.3 -2,971 -0.6
Daily Mail 1,939,635 1,787,558 1,806,569 -133,066 -6.9 19,011 1.1
Daily Mirror 1,081,330 1,041,289 1,038,753 -42,577 -3.9 -2,536 -0.2
Daily Record 279,324 255,238 252,626 -26,698 -9.6 -2,612 -1.0
Daily Star 602,296 534,813 540,849 -61,447 -10.2 6,036 1.1
Sun 2,583,552 2,269,238 2,243,903 -339,649 -13.1 -25,335 -1.1
Total Daily 8,969,270 8,184,630 8,164,568 -804,702 -9.0 -20,062 -0.2
London Free Press Jun-12 May-13 Jun-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
City A.M 132,857 127,983 128,152 -4,705 -3.5 169 0.1
London Evening Standard 700,506 702,458 699,951 -555 -0.1 -2,507 -0.4
Metro (London) 777,396 776,012 772,824 -4,572 -0.6 -3,188 -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
Observer 243,946 222,723 212,376 -31,570 -12.9 -10,347 -4.6
Scotland on Sunday. 44,041 n/a n/a n/a n/a n/a n/a
Sunday Times 915,969 842,810 840,201 -75,768 -8.3 -2,609 -0.3
Sunday Telegraph 450,276 420,742 422,590 -27,686 -6.1 1,848 0.4
Mail On Sunday 1,824,393 1,680,069 1,638,049 -186,344 -10.2 -42,020 -2.5
Sunday Express 512,843 462,812 455,901 -56,942 -11.1 -6,911 -1.5
Sunday Post 279,120 232,412 244,257 -34,863 -12.5 11,845 5.1
Daily Star Sunday. 473,352 329,669 335,864 -137,488 -29.0 6,195 1.9
Sunday People 450,097 415,539 415,075 -35,022 -7.8 -464 -0.1
Sun (Sunday) 2,189,924 1,867,980 1,875,220 -314,704 -14.4 7,240 0.4
Sunday Mail 313,698 288,736 284,051 -29,647 -9.5 -4,685 -1.6
Sunday Mirror 1,088,499 1,029,210 1,037,542 -50,957 -4.7 8,332 0.8
Total Sunday 8,908,746 7,905,784 7,873,112 -1,035,634 -11.6 -32,672 -0.4

Out Of Home Advertising coincides with the 21st Century

Out-of-home advertising is being radically transformed by the arrival of new technology including – Internet connectivity, real-time content, cloud based distribution software, cutting edge display and digital office communication, all of these are helping to reshape how the world’s oldest media has traditionally engaged with audiences, into a new hybrid medium.

Internet connectivity no longer requires the use of a telephone line and router in order to connect, with companies such as EE launching the new 4G, a system which provides mobile ultra-broadband Internet access. Conceivable applications include amended mobile web access, IP telephony, gaming services, high-definition mobile TV, video conferencing, 3D television and cloud computing. EE used 40 London taxis to advertise and launch this new form of internet connectivity. All 40 taxis which took part, had 4G installed meaning all customers could connect to this new style of internet free of charge once inside the taxi, this out-of-home campaign saw digital domination over the course of 3 months, which helped entice consumers to switch providers to EE.

Taxi Advertising

Source: ZONE 2013

Digital posters have enabled advertisers to engage audiences by using real-time and up to date content. Latest figures from the Outdoor Media Centre have revealed that digital revenues for Q1 2013 and were £43.1 million, up 21% year on year and accounts for a fifth of total outdoor revenue.

New technology means that consumers can now be more accurately targeted with content which is much more pertinent and compelling.

JCDecaux has seen the benefits for targeting consumers using digital technology and are now launching 400 new digital screens outside Tesco. Advertisers will soon be able to target shoppers by day of the week and time of day, through new digital screens being erected outside 400 Tesco stores.

This will enable advertisers to target specific dayparts to optimise their ad campaigns by four parts of the week – morning, afternoon, evening and night time, enabling brands to optimise their ad campaign.

Digital Billboards


This network of new digital screens will be made even more appealing for advertisers due to its ability to fuse data from the outdoor industry’s £19 billion Route research, with Tesco’s acclaimed Dunnhumby retail sales data, responsible for the data crunching behind Tesco Clubcard.

Andrew Mortimer, director of brand and media at the UK’s largest outdoor advertiser, BSkyB, announced, “It is time to move away from judging plans on metrics that are out of date. To move away from traditional measures like number of panels or cost-per-thousand to metrics of greater value to advertisers.”

Interactivity advertising


The future of digital-out-of-home advertising will be driven by interactivity. Digital signage applications are likely to engage consumers on a more personal level by enabling them to interact using their smart phones via Bluetooth, text messaging and the many apps which are now available to scan QR codes. The opportunity to transmit live messaging provides a dynamic new dimension to out-of-home advertising, as well as offering the flexibility to engage with consumers in real-time.

Guardian News & Media returns to profit, boosted by digital growth

On 16 July, Guardian News & Media (GMN) published their annual results for 2012/2013, showing another year of strong growth in digital revenues which are up 29% YoY to £56 million.

Guardian Returns to Profit

Source: Guardian News & Media, July 2013

As well as a sharp increase in digital revenue, the reduction in GNM’s operating loss was also helped by cutting £9 million from print costs, including a reduction in pagination following a redesign, as well as nearly £3m savings from editorial budget.

These results mark the end of the second year of GMN’s 5-year transformation programme, which has among its stated aims, the target of taking £25 million out of its cost base by the end of 2015/16, and reducing losses to a sustainable level over 5 years.

Whilst no publisher has yet found a definitive solution to managing losses resultant in the on-going transition from print to digital, GNM’s published earnings indicate that there is yet a sustainable future for quality journalism, even against the backdrop of a fast-changing and challenging market.