Tag Archives: UK consumers

Digital magazine readership has risen in 2013.

Lekiosk is an iOS, Android and Windows 8 app that allows consumers to purchase magazines from a rotating 3D news-kiosk. According to new research by Lekiosk, it appears that the number of people reading magazines digitally has risen significantly in 2013.

The ‘Zine on Screens’ report, gathering information from 2000 consumers nationwide, found that one in 20 Brits have purchased digital magazines this year, with this increasing to one in ten among the younger generation, primarily 18-24 year olds.

This spike in digital sales opposes the drop in circulation experienced by a great deal of print publishers. Recently publishers like Bauer Consumer Media saw a discomforting -10.9% YoY decline, while Egmont Magazines saw a surprising 23% growth.

When looking at circulation figures for the top women’s lifestyle magazines for Jul-Dec 2012, we can see that a shocking 28 out of the 38 most popular titles received negative growth, with MORE magazine receiving the worst hit of -39.4% YoY.

Nathaniel Philippe, one of the founders of lekiosk commented on the rising interest in digital magazines produced abroad

Lekiosk Digital Magazines

Source: tech.uk.msn.com

“Digital magazines are easily exported across borders and continents and we’ve seen quite a few users from countries where we don’t source magazines download our apps to get access to the magazines from the countries where we are working with publishers,” he said.

“We’re seeing the start of a trend which could see the digitisation of magazine content drive the globalisation of a wide range of magazines.”

Having to go back and forth between the pages of a magazine, struggling to find some content you are interested in seems extremely time-consuming. Compare this medium to digital editions where the reader can interact with the website and have the information accessible in an easy way, allowing them to automatically go to a desired section i.e. beauty, fashion or property. What seems better? Additionally, sending articles/links to friends to share information is a popular, new trend, a huge bonus of digital magazine editions.

However, despite the decline of print, it still appears to perform a necessary role in the publishing industry.

At the PPA Conference last month, Grazia’s editor-in-chief Jane Bruton and TopGear’s editor-in-chief Charlie Turner were quick to protect print, explaining its significance:

“There will always be a place for magazines,” said Bruton, with Turner adding that magazines are for “expanded and more interesting content that has more value,” before explaining that TopGear often reserves exclusive content as a reward for loyal readers.

In addition, we can appreciate how bringing your tablet into the bath just isn’t the same as taking in a pristine, new magazine and having a leisurely read.

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.

Relaunch of Postar as Route heralds a revolution for outdoor media

On 26 February, Postar unveiled its new out-of-home audience research system and announced its re-launch as ‘Route’

The audience research body for outdoor advertising in Great Britain invested £19 million into investigating how the British public consumes outdoor media and is finally able to give the medium a people-centric view.

The research study, undertaken by Ipsos MediaCT and MGE Data, a GIS specialist based in Prague, used a fieldwork sample of 28,000 people to conduct the study, recording a total of 19 billion individual GPS records over the course of 9 days; the largest GPS travel survey to ever take place.

The video below shows how the new Route data was collected:

What this means for advertisers is that the door is now open to trading by audience in the future – The new research has been designed around hyper-local geography which makes it possible to plan by town, choose from 24 conurbations or the 14 BARB areas. In addition, it is now also possible to plan and trade by day-part.

One part of the original Postar does survive – the pioneering eye-tracking research that was developed by Birkbeck College, London. However, this has now been extended in order to examine in more detail how people see the world.

In particular, significant effort was made to understand the relative visibility of ads in specific environments. For example, what is the visibility of buses to people in cars compared to those walking on the pavement? Route also seeks to take into account the effects of illumination and motion (such a scrolling displays and digital formats) on the visual impact of these formats.

Route encompassed a range of outdoor environments when conducting the study, including airports, buses, the London underground and shopping centres, revealing that in an average day, a person will see approximately 27 roadside posters, 14 bus advertisements and 74 ads with each tube journey that they take.

It was also revealed that the average distance that a person will travel out of home per week is 241km at an average of 19.94 km/h. Men both travel farther and faster than women.

The research can be broken down into demographics, including age, class and lifestyle, giving a greater insight into the way in which people view and are affected by outdoor advertising

Glenn Wilson, managing director of Posterscope, has forecast that the new technology will allow advertisers to bring more innovative approaches to outdoor planning, as well as better accountability and more sophisticated reporting. It will also allow for greater integration with other data sources, both industry and proprietary, allowing more holistic evaluation of campaigns.

Road, bus and tube data is available immediately, with rail and retail coming soon and airports ready by the end of the year.

Four Communications informative quiz on the UK Online Activity presence

social media and UK online activity

Source: fireflimedia.com

Here at Four Marketing and Media, we have put together a quiz to test our knowledge on the 21st Century. The answers have been gathered from a report produced by Ipsos Media UK, using a quota sample of 971 adults. Give it a go and see how up to date you are with modern day technology!

  1. What percentages of UK adults are accessing the internet via a mobile phone?
    1. 44%
    2. 80%
    3. 72%
  2. Can you guess what percentage of UK adults access the internet?
    1. 35%
    2. 65%
    3. 82%
  3. The percentage of these UK adults who use a social network site is….
    1. 56%
    2. 47%
    3. 80%
  4. Can you guess the percentage of how many of these online adults are accessing the most popular social network site, which is Facebook in the last 3 months?
    1. 60%
    2. 36%
    3. 75%
  5. What percentage of online adults have used Google+ in the last 3 months?
    1. 29%
    2. 66%
    3. 16%
  6. The percentage of online adults who have used Twitter in the last 3 months?
    1. 50%
    2. 19%
    3. 17%
  7. How much of the UK population has joined the 21st Century by buying a smart phone?
    1. 59%
    2. 50%
    3. 72%
  8. Can you guess the age bracket at which iPhone ownership is the highest in the UK?
    1. 20-45
    2. 15-34
    3. 15-45
  9. Can you guess which is the most common reason for surfing the internet in the UK is?
    1. Sending and receiving emails
    2. Accessing social network sites
    3. Online shopping
  10. What is the percentage of UK adults owning a tablet? (iPad, kindle, tablet of any kind, Microsoft)
    1. 18%
    2. 33%
    3. 49%

The answers are below:

  1. 44% of UK adults using the internet are now accessing via a mobile
  2. 82% of UK adults are accessing the internet
  3. 47% of UK adults access social network sites
  4. 60% of online adults have used Facebook in the last 3 months
  5. 16% of online adults have used Google+  in the last 3 months
  6. 17% of online adults have used Twitter in the last 3 months
  7. Smartphone ownership has risen to 50% of the UK population
  8. iPhone ownership is highest amongst those aged 15-34 at 33% in the UK
  9. Sending and receiving emails is the most common reason for using the internet in the UK
  10. 18% is the amount of adults who own a tablet in the UK

Jul-Dec 2012 ABC Consumer Circulation

February saw the release of the ABC circulation figures for the consumer magazine market for the final six months of 2012 (July-December) showing how the sector has faired in YoY comparisons.

Free Publication on the rise

Source: abc.org.uk

Women’s Consumer

Women’s consumer magazines once again top the pile for the highest overall circulations with the women’s lifestyle sector still selling some 6.86ml copies during the 6 month period but down 3.8% YoY.

The Women’s weekly magazine market has experienced some drastic drops in its circulation, with even the top performing titles seeing their YoY figures drop by between 5 and 21%.  Although this sounds gloomy for the industry, women’s weekly magazines still account for an average circulation of just under 6 million.  The messages portrayed in these media are therefore still reaching large audiences.

Free titles have bucked the trend in the women’s consumer magazine market with growth seen by John Lewis Edition and Stylist magazine, which for the first time has over taken the top paid for Women’s lifestyle/fashion magazine, Glamour which saw a 9.10% drop in its YoY circulation figures.

This growth in free titles and fall in the paid for market is something that must be taken in to account by planners, but it is also important to consider the trust and dwell time on advertising in paid for vs free titles.  Individuals are much more likely to read and consume what is placed in front of them in a title they have actively purchased ahead of one they have picked up at a train station or a supermarket.

Men’s Consumer

The big development to occur in the men’s consumer magazine market is the continued marked decline of the ‘lad’s mag’.  More up-market titles such as Condé Nast’s GQ, have over taken FHM, in terms of circulation for the first time, leading to conclusion that the men’s consumer market is looking for a more sophisticated read.

The circulation figures of ‘lad’s mags’ FHM, Nuts and Zoo have all seen dramatic reductions, with Nuts in-particular suffering a 29.7% Y0Y reduction in circulation.  In contrast to the stable, if not growing performance of more sophisticated titles; GQ maintaining a circulation of just over 120,000, while Esquire magazine in fact saw an 8.8% rise in its YoY circulation figures.

Free titles such as Shortlist maintain market leading status and even increased their circulations between 2011 and 2012, from 526,359 to 531,733 servicing many of the Nuts, Zoo readers free of charge.

The other key market in men’s lifestyle magazine sector is that of the fitness magazine and this market has endured a mixed year.  Men’s Fitness, the sector’s second largest title by circulation saw a rise in YoY circulation by 0.10%, but two other key players, Men’s Health and Healthy for Men endured a down turn in their circulations.  Healthy for Men’s YoY drop was as much as 35.8%.

UK men are therefore still interested in the consumer magazine market, but when planning, it is crucial to choose one’s title correctly.  Free titles have grown and are likely to do so in the short term, but like in the women’s market issues of reader trust and involvement in free titles must be considered.  More up-market magazines seem to be where the market is moving towards and the use of titles such as GQ and Esquire look to be a stable platform on which to advertise ones brand to a defined audience.

The Year Ahead

The New Year brought further predictions of gloom rather than boom, with most recent economic data telling a story of continued slow growth in 2013. The Financial Times recently reported that there are two main trends that have emerged in the shopping habits of the nation; the search for value, and the way that we shop, which is migrating to online. These trends are not dissimilar to forecasts for the media landscape in 2013, which it is predicted will also be technology driven and value seeking.

Digital Spending

Source: Four Media

There is no denying that digital has become an intrinsic part of our daily lives in the UK, influencing our routines, shopping habits and ever more prolifically, our media consumption. It is predicted that the number of UK households that own a tablet is likely to double to 10 million in the coming year, and with the advent of 4G mobile broadband, and the increasing integration of Internet-enabled TV, the pace at which our digital media consumption is evolving is impressive.

So what for media in 2013? Current advertising revenue forecasts range between 2.8% and 3.4% growth, and there is universal agreement that 2013 will see two major trends – digital media revenues will continue to outpace other channels (digital is the only media predicted to grow by double figures in 2013), and audiences will migrate to online platforms with the continued integration of mobile and internet.

This increasing transition to digital has seen a shift in how companies do business from a ‘this is how we do it’ mentality to ‘this is what we need to do’, with an emphasis on making things happen in the now. The transition from ‘what’ to ‘how’ can also be seen in the media landscape, with the benefits of a test-and-learn approach being seen across the board, with an increasing focus on digital in the media mix combined with careful understanding and management of risks. It is predicted that this year will be about starting small and learning quickly in order to capitalise on new opportunities in a rapidly evolving media environment.

Further, the point of transaction and engagement are becoming ever closer, with the year ahead forecast to be as much about data capture as engagement. The prevalence of measurable factual information will further aid in the development of targeting opportunities, meaning that communications can become more personalised than ever before.

The focus on measurability and accountability means that having the right capability in terms of analytics and insight will be essential for media agencies to give clients confidence that they will see returns on their media investment from the beginning.

Media agencies that combine a ‘be brave and learn quickly’ mentality with a thorough approach to measurement and analysis will have the opportunity to produce some impressive results in challenging times through innovative campaigns across a wide range of touch points.

It Is Not All Doom and Gloom

The release of this period’s ABC results on August 16th has provided food for thought for many. The continued downward trend which has been seen almost uniformly across print platforms has fuelled conversation about the importance of digital editions and ‘multi-touchpoint’ brands.

Print ABC results from January to June 2012 have painted a fairly bleak picture for both the consumer magazine and newspaper markets, with just a few exceptions.

The Men’s Lifestyle sector continues to be dominated by the free titles Shortlist and Sport, whilst well-known, paid for titles FHM and Nuts reported substantial drops in sales of -12% and -21% respectively.

In a mirror of these results, Shortlist’s sister title, Stylist, has also enjoyed positive results this period, bucking the overall Women’s Lifestyle trend and reporting a 1.1% year-on-year increase in circulation to rank at number 15 in the Top 100 Magazines. Major titles Glamour, Hello! and Look were among the worst hit, although More reported the worst result in this sector with a fall of 30.5% in circulation.

The Home Interest market saw a mixed set of results. There were a number of increases, including Country Homes & Interiors, Living etc and Style at Home, GoodHomes and Elle Decoration. Although some titles suffered losses – among them Ideal Home, Country Living and House Beautiful.

The Domestic News and Affairs market has completely subverted the downward trend demonstrated elsewhere, with every title boasting a year-on year increase in a market that reports a 5.4% year-on-year increase.

ABC Comparisons

The Daily Newspaper market posted a decrease of 9.3%, although notable winners from this sector include i and The Daily Telegraph, who both reported an increase in sales from the previous ABCs.

However, analysts have chosen not to focus solely on the negative trends shown in these most recent ABC figures.

Rather, the decline in print has been countered by increases in the digital ABCs, with many commentators focusing on the future opportunities presented by digital editions, iPad and mobile for consumer magazines and newspaper titles.

In the world of consumer magazines, titles as diverse as Cosmo, GQ and Harper’s Bazaar have shown significant growth in the digital arena (50.3%, 15.8% and 9% respectively). Heat also presents an interesting case study, posting an overall brand reach of 2.8 million across platforms, whilst print circulation itself has fallen to only 326,677.

Whilst the increases seen in the digital sector are small by comparison with the decline in print, the growth should not be dismissed as more and more titles launch their digital editions.

As such, discussion of what these ABC figures mean for overall media trends should be couched in the knowledge that print is only one aspect of a title’s brand. Talking about media brands in terms of their multiple touchpoints with their audience, including print, online and mobile, gives a much clearer impression of their power, influence and value.

Men’s Lifestyle Magazine: Jan-Jun 2012 Year On Year Comparisons

Title Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Shortlist* Shortlist Media Ltd 523,665 529,010 5,345 1.0 526,359 0.5
Sport UTV Media Ltd 306,217 305,676 -541 -0.2 304,700 0.3
Men’s Health Hearst-Rodale 218,368 216,336 -2,032 -0.9 221,176 -2.2
FHM (For Him Magazine) Bauer Consumer Media 155,557 123,844 -31,713 -20.4 140,716 -12.0
GQ Conde Nast Publications Ltd 118,216 120,139 1,923 1.6 120,094 0.0
RWD RWD Creative Media Limited 98,300 96,652 -1,648 -1.7 96,240 0.4
Nuts* IPC Media Ltd 114,019 90,134 -23,885 -20.9 114,116 -21.0
Stuff Haymarket Consumer Media 80,130 76,083 -4,047 -5.1 80,226 -5.2
Men’s Fitness Dennis Publishing Limited 69,264 65,201 -4,063 -5.9 61,721 5.6
BBC Focus Immediate Media Company 66,454 64,625 -1,829 -2.8 67,727 -4.6
Esquire Hearst Magazines Ltd 58,218 54,702 -3,516 -6.0 56,583 -3.3
Wired Conde Nast Publications Ltd 50,150 52,136 1,986 4.0 51,056 2.1
Healthy for Men** River Publishing Ltd 60,499 47,770 -12,729 21.0 59,157 -19.2
Zoo* Bauer Consumer Media 54,318 46,310 -8,008 -14.7 54,599 -15.2
How It Works Imagine Publishing n/a 34,089 n/a n/a 30,342 12.3
Front Magazine Kane Ltd n/a 30,009 n/a n/a 34,097 -12.0
Total n/a 1,973,375 1,952,716 -20,659 -1.0 2,018,909 -3.3

Women’s Lifestyle Magazine Circulations: Jan-Jun 2012 Year On Year Comparisons


Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
John Lewis Edition John Brown 474,579 480,241 5,662 1.2 484,991 -1.0
Glamour Conde Nast Publications 530,060 470,138 -59,922 11.3 466,327 0.8
Stylist Shortlist Media Ltd 426,396 431,266 4,870 1.1 429,034 0.5
Good Housekeeping Hearst Magazines Ltd 430,878 408,569 -22,309 -5.2 448,129 -8.8
Woman & Home IPC Media 370,284 353,731 -16,553 -4.5 379,896 -6.9
Cosmopolitan Hearst Magazines Ltd 386,852 353,413 -33,439 -8.6 377,580 -6.4
Hello! Hello! Ltd 413,311 352,985 -60,326 -14.6 373,226 -5.4
Yours Bauer Consumer Media 285,890 280,804 -5,086 -1.8 282,892 -0.7
Prima Hearst Magazines Ltd 280,207 264,312 -15,895 -5.7 281,636 -6.2
Marie Claire European Magazines Limited 250,785 255,021 4,236 1.7 266,881 -4.4
Look Evarn Ltd 300,161 250,071 -50,090 -16.7 280,481 -10.8
Red Hearst Magazines Ltd 231,160 226,116 -5,044 -2.2 231,180 -2.2
Candis Newhall Publications 236,075 223,584 -12,491 -5.3 224,468 -0.4
Vogue Conde Nast Publications 210,766 205,033 -5,733 -2.7 210,806 -2.7
Grazia Bauer Consumer Media 219,741 190,053 -29,688 -13.5 205,487 -7.5
Elle Hearst Magazines Ltd 197,136 189,568 -7,568 -3.8 195,020 -2.8
Easy Living Conde Nast Publications 158,038 164,019 5,981 3.8 140,123 17.1
InStyle IPC Media 175,113 163,432 -11,681 -6.7 176,002 -7.1
Company Hearst Magazines Ltd 180,162 143,269 -36,893 -20.5 188,278 -23.9
Harpers Bazaar Hearst Magazines Ltd 118,740 119,274 534 0.4 120,004 -0.6
Essentials IPC Media 126,904 119,087 -7,817 -6.2 128,906 -7.6
Harrods Magazine Harrods Ltd 104,997 109,913 4,916 4.7 120,057 -8.4
More! Bauer Consumer Media 170,033 106,065 -63,968 -37.6 152,571 -30.5
Vanity Fair Conde Nast Publications 100,560 100,692 132 0.1 102,585 -1.8
Women’s Health Hearst-Rodale n/a 100,289 n/a n/a n/a n/a
Psychologies Hearst Magazines Ltd 108,631 92,302 -16,329 -15.0 104,491 -11.7
Tatler Conde Nast Publications 87,616 87,004 -612 -0.7 88,020 -1.2
Ladies First Magazine (Wales) Hils Publications Ltd 35,771 34,795 -976 -2.7 35,470 -1.9
WM The Womans Magazine Media Wales Ltd 34,057 32,010 -2,047 -6.0 33,744 -5.1
Image Image Publications Ltd 21,045 21,624 579 2.8 21,261 1.7
RSVP RSVP Publishing Ltd 15,109 12,603 -2,506 -16.6 13,304 -5.3
Total n/a 6,681,057 6,341,283 -440,063 -5.1 6,562,850 -3.4

Home Interest Magazines: Jan-Jun 2012 Year On Year Comparisons


Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Ideal Home IPC Media 205,778 193,203 -12,575 -6.1 195,442 -1.1
Country Living Hearst Magazines UK 206,027 190,177 -15,850 -7.7 191,599 -0.7
Ikea Family Live August Media Ltd 150,000 150,000 n/a n/a 150,000 n/a
Homes & Gardens IPC Media Ltd 137,812 131,555 -6,257 -4.5 138,868 -5.3
Your Home Hubert Burda Media UK 133,018 130,012 -3,006 -2.3 131,770 -1.3
House & Garden Conde Nast Publications Ltd 127,260 126,841 -419 -0.3 127,311 -0.4
House Beautiful Hearst Magazines UK 143,106 126,497 -16,609 -11.6 132,962 -4.9
25 Beautiful Homes IPC Media Ltd 107,974 102,012 -5,962 -5.5 100,045 2.0
Country Homes & Interiors IPC Media Ltd 92,563 99,676 7,113 7.7 97,286 2.5
Living etc IPC Media Ltd 97,098 98,250 1,152 1.2 98,143 0.1
Style at Home IPC Media Ltd 52,576 80,011 27,435 52.2 71,806 11.4
GoodHomes Kelsey Publishing Ltd 73,444 78,620 5,176 7.0 76,113 3.3
Elle Decoration Hearst Magazines UK 70,323 70,655 332 0.5 70,376 0.4
World Of Interiors Conde Nast Publications Ltd 62,089 61,849 -240 -0.4 62,096 -0.4
Homes & Antiques Immediate Media Company 58,701 61,536 2,835 4.8 64,563 -4.7
Coast Hearst Magazines UK 42,628 38,657 -3,971 -9.3 40,464 -4.5
Grand Designs Media 10 Ltd 27,820 30,653 2,833 10.2 30,820 -0.5
Image Interiors & Living Image Publications Ltd n/a 16,595 n/a n/a 14,463 14.7
Homes & Interiors Scotland Peebles Media Group Ltd 10,845 10,345 -500 -4.6 10,232 1.1
Total n/a 1,799,062 1,797,144 -1,918 -0.1 1,804,359 -0.4

News & Current Affairs – Domestic: Jan-Jun 2012 Comparisons

Title Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Private Eye Pressdram Ltd 206,266 226,046 19,780 9.6 228,112 -0.9
The Week Dennis Publishing Limited 183,617 191,401 7,784 4.2 187,536 2.1
BBC History Magazine Immediate Media Company 69,394 71,403 2,009 2.9 72,271 -1.2
Spectator Spectator (1828) Ltd 62,852 63,612 760 1.2 63,543 0.1
The Oldie Oldie Publications 40,386 42,314 1,928 4.8 41,008 3.2
Limerick Post Carnbeg Ltd 34,340 36,216 1,876 5.5 35,393 2.3
Prospect Prospect Publishing Ltd 31,985 32,115 130 0.4 32,105 0.0
Total: n/a 628,840 663,107 34,267 5.4 659,968 0.5

Daily Newspaper Market – National Newspaper ABC Figures: July 2012

Daily Titles Jul-11 Jun-12 Jul-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Daily Telegraph 634,113 573,674 581,249 -52,864 -8.3 7,575 1.3
Financial Times 336,590 297,225 290,765 -45,825 -13.6 -6,460 -2.2
Guardian 248,775 211,511 209,354 -39,421 -15.8 -2,157 -1.0
Herald (Scotland) 47,226 44,445 n/a n/a n/a n/a n/a
i 183,677 272,597 280,122 96,445 52.5 7,525 2.8
Independent 182,881 90,001 83,619 -99,262 -54.3 -6,382 -7.1
Scotsman 38,987 35,523 34,127 -4,860 -12.5 -1,396 -3.9
Times 441,205 400,120 404,099 -37,106 -8.4 3,979 1.0
Mid Market
Daily Express 625,952 602,482 555,544 -70,408 -11.2 -46,938 -7.8
Daily Mail 2,050,132 1,939,635 1,921,239 -128,893 -6.3 -18,396 -0.9
Daily Mirror 1,185,729 1,081,330 1,082,054 -103,675 -8.7 724 0.1
Daily Record 305,226 279,324 275,526 -29,700 -9.7 -3,798 -1.4
Daily Star 706,757 602,296 623,534 -83,223 -11.8 21,238 3.5
Sun 2,821,618 2,583,552 2,550,859 -270,759 -9.6 -32,693 -1.3
Total Daily 9,808,868 9,013,715 8,892,091 -916,777 -9.3 -121,624 -1.3

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

QR Codes Increasing in Popularity

~  20% of 18-24 year olds use QR codes ~ 39% of the population think they know how to use one  ~ 37% think they could be useful ~

QR codes are now being used by a significant number of UK consumers as they appear in growing numbers in advertising, media content and on packaging.

Almost 40% of consumers are now familiar with the interactive barcodes and across all age groups 12% of consumers have successfully scanned a QR code with their mobile phone camera and accessed the information it contained. However, this figure increases to 20% amongst 18-24 year olds and 15% for 25-34 year olds.

The majority of consumers are open-minded about using QR codes, or believe they could be beneficial; 37% of consumers think they could be useful, while 35% are not yet sure.

On average, men are more likely to have used a QR code (15%) than women (12%) and of people who have used them, most have done so with codes on advertising and on products.

Although QR codes are achieving relatively high usage rates amongst 18-24 year olds, overall 43% of consumers say they have never seen one and just 1% of those aged 55-64 had used one successfully.

(Source of statistics: www.kineticww.com)