UK: free edition overtakes paid-for sales

Posted by Jean Yves Chainon on July 27, 2007 at 10:26 AM

The number of free copies distributed by the Manchester Evening News (MEN), UK’s leading regional newspaper, has surpassed that of its sales for its paid-for edition. For better, despite initial fears of cannibalization.

MEN gave away 92,867 free copies in the city centre each weekday in June, while its daily sales dropped to 88,000 copies.

"We are pleased our circulation is continuing to increase in what remain challenging times for the industry," said Mark Dodson, the chief executive of GMG Regional Media, owner of the MEN.

"The increasing circulation figure and strengthened readership profile are great news for our advertisers.

"By listening to our advertisers and readers, we have been brave enough to change the way we provide news in the Greater Manchester area."

Away from fears of cannibalization, MEN can now attract more advertisers, and has a loyal readership that might not have purchased the paid-for newspaper.

An independent research carried out by CBA Research Consultants found that seven out of 10 readers of the free edition read the paper as long as those who read the paid-for edition.

ABC regional newspaper circulation figures won’t combine free and paid-for figures for the first half of 2007 though.

Source: Media Guardian