Sloppy in the Extreme

If a publication takes it on itself to report on its peers, then the one thing they should do is get it right. If they report on the media in a section called ‘Media and Marketing’ then they should really redouble their efforts. If you wanted to get an accurate report on the circulation figures of newspapers in Ireland then you should have steered clear of a fairly forgetful bit of reporting in the Sunday Business Post on Sunday Feb 21st. Their article on the circulation figures of Newspapers sold in the Republic was not only incorrect, but particularly selective. Leaving aside the annoyingly jingoistic terms like ‘British-owned titled’ (always remembering that we dealing with a parent group from the Peoples Republic) the article would leave you with the impression that the ‘domestic’ papers, if such a thing exist, were in some way superior to the other publication found on the shelf. The table that appeared in the piece had a heading of ‘Newspaper Sales 2009’ – which they were not. They were actually newspapers sales July – December 2009. This would have been verified if they looked at their own figure! Not to be content with that howler, the…


Evening Newspaper Circulation 2009

At a point where there are two non-competing papers in a ‘market’ – it’s difficult to describe such a scenario as a ‘Market’ at all. Publication July Dec 2008 July Dec 2009 Diff ‘000 Diff % Evening Herald 79,447 71,187 -8,260 -10% Echo 25,829 24,192 -1,637 -6%   0       Total  105,276 95,379 -9,897 -9% The Evening Market is back nearly 10,000 copies. The Herald fell 10% or 8,200 copies and the Echo down 6% or 1,600 copies. The Herald tried at least to make an impact in its franchise region, even metaphorically slipping under the covers with Leinster Rugby. While the rugby teams had a stellar year in 2009 the same could not be said for the Evening newspaper.  The paper is the ‘Official Media Partner’ to Leinster Rugby and that means …. no one really knows. One thing we do know, this ‘market’ is a busted flush at this point. If the market was an “honourable” samurai general, it would have committed Harakiri at this point, knowing that to continue would be futile. This is not K2 in profile:   With “Ole’s”, saved penalties and hangovers all round, the market was worth 230,000 copies per evening…


Irish Morning Newspaper Circulation 2009

The Morning Market is down 7% or 47,000 copies. The Daily Mail is the biggest sufferer down nearly 10,000 copies to 49,000 which is 17% over the 12 months under scrutiny. Given the spend on advertising/promotions for the Daily that has to be a bit of an eye opener in Ballsbridge. The Irish Times took a hit of 7% and 8,500 copies. Like the Mail this has to alert the powers that be (in waiting at this point) in Tara St. Geographically they lost 10,000 copies in the Republic but luckily managed to gain in the North and ‘Other’ (UK and Europe) to get a net effect of –8,500. You can go back to 1990 and you wont find a year on year decrease of that magnitude. Mirroring somewhat the path of the Sunday Business Post, their second last month on month large decrease was in 2002, again in our last recession.    Not wanting to be upstaged, it’s morning rival also made a bit of history too dipping into the par 150,000 region for the first time – not even the near 14% bulks in the figures could keep them over 150k mark.  In order to be directly comparative: the…


Irish Sunday Newspaper Circulation 2009

Looking at the biggest market, the Sunday, it managed to fair a little better that the mornings or evenings.  The market is down 47,000 year on year or 4% and to put that in cash terms, €2.5m at the till.   It could be reasonably argued that a 4% decline in the year that was is not too shabby. On a positive point the Sunday Mirror gained 500 copies year on year and the Sunday Times had a fantastic run adding 4,000 copies. Given their recent woes with Dunnes it a good result.     The biggest faller in percentage terms is the Mail on Sunday and ironically possibly one of the more active papers in marketing terms.  The biggest faller in copy terms is the Sunday World loosing nearly 15,000 copies. In their defence they are still the largest selling paper in the jurisdiction and, if were where to open a Pandora’s Box, they are by far the most ‘actively purchased’ paper. There may only be 2,300 between them and the Sunday Independent but if you look beyond the topline figure the actively purchased (stripping our bulks) distance is nearly 22,000 in the World’s favour. The buying patterns of the Sunday Market…


Irish Newspaper Circulations 2009

The figure for the last six months of the decades were released today and, non surprises. Overall the total market is down 5% in comparison to July – December 2008, or to put it more starkly, down over 100,000 copies. The main percentage hit came form the morning market back 7% or nearly 50,000. Likewise for the Sunday’s  but in percentage terms they are down 4%. The Evenings, even at a low base are down 7% as well.     Market July Dec 2008 July Dec 2009 Diff ‘000 Diff % Total Sunday 1,200,356 1,153,381 -46,976 -4% Total Morning 672,700 625,410 -47,290 -7% Total Evening 99,449 92,195 -7,254 -7% Total Market 1,972,505 1,870,985 -101,520 -5%


Irish Newspaper Circulations January 2010

The first month of the year yields little in the way of surprises, but does allow us a little in the way of reflection. The figure that stands out is that the market is back 66,000 copies. That is, naturally the papers that publish monthly figures. We have to wait yet another week for the ‘on the pulse’ publications who will give us an average six month figure for July December 2009, nearly 50 days after the year end. In the morning market the big drop was seen in The Sun losing 13,000 copies year on year with the major declines occurring in the last quarter helped nicely by the ‘vagaries of the Glass Palace’ a.k.a Dunnes Stores – but we’ve explored that before.  Irish Daily Mail and Mirror slipped back too.  Also excused from the commentary is the particularly laughable figure of the Daily Record and their sister publication the Sunday Mail. Other papers have large percentage declines – but coming form a low base anyway.        The News of the World also suffered  dropping close to 7,000. The Mail on Sunday the biggest faller at over 10,600. In all that doom and gloom, you’d have to tip the hat…