UK: some of December’s ABCs
Posted by Jean Yves Chainon on January 15, 2007 at 11:18 AM
These are the latest ABC audit numbers on UK’s press for the month of December 2006. They give a slumping but sturdy image of the industry, and underline one noteworthy marketing mistake.
Sunday Times raises price loses readers
Ever since the UK’s Sunday Times rose its price by 20 pence, up to £2 ($3.90), it has lost 100,000 in circulation. A straightforward lesson in avoiding to be the market’s most expensive paper.
The Sunday Times is currently the most expensive newspaper in the UK.
The Sunday Times had already increased its cover price from £1.60 to £1.80 last February, and that caused no adverse ripple.
But since the Times’ marketing team decided raise the price again last September, circulation has dropped a sharp 7.64% since last year, 5.87% since November, barely over 1.2 million copies. Prior to October, the Sunday Times hadn’t sold under 1.3 million copies since 1999.
Granted the Sunday Times’ circulation is just about as big as all of its main competitors’ circulations combined. But the readers’ reaction has been as swift as it is straightforward.
Sunday tabloids down too
Following the Time’s good example, the Trinity Mirror’s Sunday Mirror, which lost 15.5% in circulation last year, rose its price by five pence…
Both of the Trinity Mirror’s Sunday tabloids’ circulations have dropped sharply in the last year, down 12.59% for the Sunday Mirror and 13.42% for People.
Many other Sunday tabloids, such as News of the World, Sunday Express and Daily Star Sunday, all registered large drops for the year.
Standard suffers from free papers
The London Evening Standard’s circulation dropped 18% year-to-year in December, suffering from London’s ongoing freesheet war. The Standard remained optimistic.
"The sales of the Evening Standard are stabilizing despite an extra 800,000 free papers," said the paper's editor, Veronica Wadley. "The Evening Standard has a core loyal AB audience which is a great credit to the quality and passion of its writers and columnists."
The Daily Mail keeps its head above the surface
The Daily Mail, unlike most of its fellow UK newspapers, didn’t suffer any losses in circulation, stable at 2.3 million copies. In fact, the circulation even rose 0.7% from November’s figures.
The Daily Telegraph went under its symbolic 900,000 copies mark, but went through a steady year. It still has a 42% share in the quality newspaper market, one point up from last year’s.
Its main rival, News International’s Times, saw its circulation decrease 3.87% year on year.
For more details, click the links below.
Source: Follow the Media – The Guardian
Ever since the UK’s Sunday Times rose its price by 20 pence, up to £2 ($3.90), it has lost 100,000 in circulation. A straightforward lesson in avoiding to be the market’s most expensive paper.
The Sunday Times is currently the most expensive newspaper in the UK.
The Sunday Times had already increased its cover price from £1.60 to £1.80 last February, and that caused no adverse ripple.
But since the Times’ marketing team decided raise the price again last September, circulation has dropped a sharp 7.64% since last year, 5.87% since November, barely over 1.2 million copies. Prior to October, the Sunday Times hadn’t sold under 1.3 million copies since 1999.
Granted the Sunday Times’ circulation is just about as big as all of its main competitors’ circulations combined. But the readers’ reaction has been as swift as it is straightforward.
Sunday tabloids down too
Following the Time’s good example, the Trinity Mirror’s Sunday Mirror, which lost 15.5% in circulation last year, rose its price by five pence…
Both of the Trinity Mirror’s Sunday tabloids’ circulations have dropped sharply in the last year, down 12.59% for the Sunday Mirror and 13.42% for People.
Many other Sunday tabloids, such as News of the World, Sunday Express and Daily Star Sunday, all registered large drops for the year.
Standard suffers from free papers
The London Evening Standard’s circulation dropped 18% year-to-year in December, suffering from London’s ongoing freesheet war. The Standard remained optimistic.
"The sales of the Evening Standard are stabilizing despite an extra 800,000 free papers," said the paper's editor, Veronica Wadley. "The Evening Standard has a core loyal AB audience which is a great credit to the quality and passion of its writers and columnists."
The Daily Mail keeps its head above the surface
The Daily Mail, unlike most of its fellow UK newspapers, didn’t suffer any losses in circulation, stable at 2.3 million copies. In fact, the circulation even rose 0.7% from November’s figures.
The Daily Telegraph went under its symbolic 900,000 copies mark, but went through a steady year. It still has a 42% share in the quality newspaper market, one point up from last year’s.
Its main rival, News International’s Times, saw its circulation decrease 3.87% year on year.
For more details, click the links below.
Source: Follow the Media – The Guardian
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