The decline of Newspaper circulation

The last decade has changed how people consume and can access news, with a move away from print and towards digital, the rapid acceleration of mobile technology and social media platforms has contributed to the shift in behaviour.

As a result, news publishers are now forced to diversify to survive, as circulation income from newsstand sales and print advertising has considerably decreased.

Newspaper circulation in the UK has been declining for years, seeing a year-on-year drop in circulation of more than 10% between 2022 and 2023. For further comparison, expenditure on newspapers fell from over £9.9 billion in 2005 to below £2 billion in 2022.

Source: Press Gazette

Source: Press Gazette

Below are some current 2024 circulation figures:

Daily Mail – 706,839

Mail on Sunday – 594,414

Daily Mirror – 237,233

Sunday Mirror – 173,149

Daily Express – 147,919

Daily Star – 134,924

The following publications have chosen to withhold their circulation numbers, however, if these newspapers have fallen in line with the rest of the industry their current circulations as of February 2024 would be as follows:

The Sun – 700,000

The Sun on Sunday – 600,000

The Sunday Times – 322,000

The Times – 180,000

Daily Telegraph – 190,000

Sunday Telegraph – 125,000

The Observer – 80,000

The Guardian – 60,000

Local and regional newspapers have also seen a decline in circulation over the past decade, here are the latest circulation figures.

Western Mail – 7,177

North Wales Weekly News – 1,073

South Wales Evening Post – 8,608

Carmarthen Journal – 4,068

Birmingham Post – 1,152

Liverpool Echo – 18,496

Gloucester Echo – 4,139

Print advertising has been around for centuries and is still an effective medium today with many benefits, despite the steep decline in circulation.

  1. Tangible
  2. Credibility
  3. Targetable
  4. Brand awareness
  5. Capture attention
  6. Longevity
  7. Personalisation
  8. Engagement
  9. Nostalgia
  10. Multi-sensory experience

If you are interested in advertising in press or on news websites please contact us today!

[email protected]

How are people using media in 2018?

Attest’s media consumption report 2018 is a survey of 1,000 people taken in July 2018 to compile a report on the habits of UK consumers. What’s their verdict on some of the biggest platforms?

Television 

86.8% of Brits report watching more than one hour of television every day, a rise from 82% in 2017.

When it comes to streamed and on-demand television, use has risen dramatically since 2017.

Women tend to watch more streamed television than men, with 75.7% of female respondents tuning in for at least one hour per day, versus 64.1% of men.

Londoners are more likely to tune into Netflix, Amazon Prime or similar for 1-2 hours every day (47.7%)

The ITV Hub app ranked as the second most downloaded iPhone app of May 2018.

Music Streaming

The most popular paid-for music streaming service is Spotify (35.1%).

However, Apple Music (27%), Youtube (25.3%) and Amazon Music (19.7%) are close behind.

News Media

Younger generations seem to be more interested in newspapers than older generations, with 37.7% of those aged over 40 admitting they do not read a printed newspaper on a regular basis, compared to just 23.2% of under 40s.

Magazines

Digital Media

Digital advertising grew at its fastest rate for nine years in 2016. But how are consumers using social media?

Source: Attest Media Consumption

If you want to make sure you’re using your marketing budget to its full potential, then give our team a call on 02921 320 200 or email at [email protected]

July ABC’s – a steady month for newspapers

The July ABC’s show a steady month for newspapers. 

Daily market

Both the Daily Telegraph and The Times recorded circulation boosts between June and July, according to the latest ABC figures.

The Telegraph was up 1.1% selling an additional 3,900 copies. The Times (which includes bulks in its figures) was steady with 0.6% growth (an additional 2,600 copies).

Meanwhile, the Guardian dipped -0.2% and the ‘i’ was down -1.7%.

It was a steady picture in the mid-market where the Daily Express and the Daily Mail recorded slight gains of just 0.2% and 0.1%, respectively.

However, in the popular market every title recorded declines of between 1 and 2%.

Overall, the daily market was down just -0.5% period-on-period, and down -8.7% year-on-year.

Sunday market

The Sunday market performed rather well in July, with six of the 11 titles recording modest growth figures.

In the quality market, the Observer, Sunday Times and the Sunday Telegraph were all up. In the mid-market, both the Mail on Sunday and Sunday Express recorded period-on-period growth.

The declines in the rest of the market were slight – with the Sunday Mail in the popular market hardest hit at -1.6%.

Overall, the Sunday market was up 0.3% between June and July – but was down -11% year-on-year.

Source: https://mediatel.co.uk/newsline/2018/08/16/july-abcs-a-steady-month-for-newspapers/

If you want to make sure you’re using your marketing budget to its full potential, then give our team a call on 02921 320 200 or email at [email protected]

June: a bleak month for newspapers

It’s been a bleak month for newspapers, with only one title in the entire daily newspaper market boosting their circulation figures.

 

Daily market

Only one title (the Financial Times) in the entire daily newspaper market was able to boost its circulation figures in June, while the overall market declined 1% month-on-month and 9.2% year-on-year.

Despite a drop over the year of -5%, the Financial Times was up 1.1% between May and June, shifting an extra 2,000 copies. The broadsheet’s total circulation now stands at 183,300.

However, all other titles in the daily market saw their circulations decline last month. The Guardian was down almost -2% to 138,000, while The Times was down -0.7% to 428,000.

Elsewhere, the Daily Mail was down -1% to 1.26m, and the Sun down -1.5% to 1.45m.

Sunday market

No title in the Sunday market recorded any circulation growth in June. Overall the entire market was down -4.4% month-on-month, and -12.4% year-on-year.

In the quality market, the Observer was down -2.6% to 166,300, the Sunday Times down -6.6% to 721,800, and the Sunday Telegraph (no longer reporting any free bulks) was down -4.9% to 288,500.

Meanwhile, the Mail on Sunday was down -4.8% – a drop of almost 54,000 – to a little over 1 million, while the Sunday Express dropped -6.3% to 295,300, a drop of almost 20,000.

Source: https://mediatel.co.uk/newsline/2018/07/19/june-abcs-a-bleak-month-for-newspapers/

 

If you want to make sure your using your marketing budget to its full potential,
give our team a call on 02921 320 200 or email at [email protected]

Advertising in newspapers could triple your ad campaign effectiveness

Advertisers who are cutting back on newspaper advertising might be missing a trick.

According to a new study conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times.

The study covers 500 econometric models to provide evidence of the impact newsbrands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital newsbrands boosts print ROI by up to five times.

The research follows challenging times in the print market, which has seen print advertising revenues decline at a rapid rate this year as advertisers are investing more digitally.

The research hopes to prove the value of print advertising. It claims advertisers wanting to maximise effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4%. That figure has since dropped to 7.6 % in 2015.

On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; 3 times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG.

Claire Harrison-Church, VP marketing at Asda, said: “Newsbrands are a crucial part of Asda’s marketing mix because they provide us with an influential and flexible platform that we use to inform and inspire our customers. The ultimate goal of our comms is to deliver returns and this large-scale study allows us to continue to invest with confidence. Retailers know that adding newsbrands to a campaign increases the effectiveness of other media – here we have the evidence to prove it.”

If you are interested in incorporating press advertising into your media mix, call one of our team on 02921 320200 or email [email protected]

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