Morning Newspapers ABC July-Dec 2012 - SEO Ireland, Search Engine Optimisation, Media and Marketing Consulting

Morning Newspapers ABC July-Dec 2012

In the six months to December 2012, the morning market fell by 7% or 39,000 copies per day compared to the same six months in 2111.

The biggest faller in percentage terms was the Daily Star dropping 13% or just over 10,000 copies. This is followed by The Sun, down 8% and the Irish Times back 8%.

There doesn’t seem to have been any sleight of hand magic in the respective circulation departments as the bulks stayed relatively stable year on year - the Independent maintaining 12% bulks and the Irish Times 8%. Bulks are a very legitimate and, at times, necessary marketing ploy used by newspapers - but there’s a point where the levels of bulks are so high that it begins to discredit the topline figure. It’s not for me to moralise as to where that line is crossed, suffice to say that some, in my opinion, are coming very close.   

Publication JD 2012 JD 2011 Diff '000 Diff %
Irish Independent 123,981 131,161 -7,180 -5%
Irish Times 88,356 96,150 -7,794 -8%
Examiner 39,555 42,083 -2,528 -6%
Daily Mirror 56,709 59,221 -2,512 -4%
Irish Daily Star 70,805 81,210 -10,405 -13%
The Sun 69,541 75,819 -6,278 -8%
197,479 216,250 -18,771 -9%
Daily Express 2,839 3,153 -314 -10%
Irish Daily Mail 50,019 49,342 677 1%
Daily Telegraph 2,924 3,027 -103 -3%
Financial Times 2,892 3,552 -660 -19%
Guardian 3,266 3,752 -486 -13%
i 790 569
The Independent 0 974 -974 -100%
The Times 2,219 2,261 -42 -2%
Total  513,896 552,274 -38,599 -7%

Just like the lad in the ad, both their marketing and circulation departments haven’t quiet worked out ‘the story of why’ either. One thing’s for certain, at those rates of decline, somebody better figure it out soon. The Examiner just edged into the 30’s dropping 6%or 2,500 copies year on year.

The Mail made a modest increase of 1%, but on the back of the bloodshed that is the newspaper market, that has to be applauded.

Morning News market J D 2012

The Tabloids didn’t have a good six months dropping 9% collectively and one of them having a particularly bad time of it. The worst performing paper in the Morning market (bar the papers sub 5,000 copies), The Daily Star, was hit with Kate-Gate and its subsequent fallout. On the back of the decision to ‘print and be dammed’ the Daily Star editor departed soon after and the wheelhouse was left empty for an inordinate amount of time until the old editor took control again.

The papers day-to-day running (but not the shareholding) was handed over to the Indo buy the UK shareholders and it now looks as if it will function as part of the Sunday World. Its circulation is down 13% on the year to 70,000 and they still maintain a big cover price differential between the other two tabloids.

The Mirror managed only a 4% drop and The Sun dropped 8% and into the 60’s as well. The rest of the papers in your shops are small in comparison to the larger players. However it’s worth noting that the FT and the Guardian are down 19% and 12% respectively as perhaps businesses begin to tighten the purse strings.

The graphic below is a bit of an eyeful, but interesting none the less. 

morning market all JD 2012

Share this post

Submit to DeliciousSubmit to DiggSubmit to FacebookSubmit to Google PlusSubmit to StumbleuponSubmit to TwitterSubmit to LinkedIn
Written by

Disqus Comments:

 

comments powered by Disqus 

Jan June 2014 ABC's

Island of Ireland ABC figures Jan June 2014.

newas33

Read More

JNLR Q2 2014

The JNLR Radio research for Q2 2014 is available .

radio mic 200

Read More

September ABC's

The ABC figures for September 2014 are now released.

Newspaper plane

Read More

search


News In Radio

  • JNLR 2014 Q2 National Radio Listenership
  • JNLR 2014 Q2 Dublin Listenership
  • JNLR 2014 Q2 Station Programmes
  • JNLR 2014 Q2 Top 30
  • JNLR 2014 Q2 Regional/Local Stations

The national picture shows that over the year listenership to radio slipped by one point

Read More

The capital’s fortunes changed in this survey following twelve successive surveys of either stagnation or

Read More

Looking at the individual stations and their underlying output now. In looking at these just

Read More

There always has to be a top something or other, so here’s the Irish Radio

Read More

Turning to regional and local now: In terms of regional stations they face stiff and

Read More

News In Print

  • September 2014 Irish Newspaper ABC Circulation
  • August 2014 Irish Newspaper Circulation
  • JNRS Irish Newspaper Readership 2014
  • Newspaper Circulation Jan June 2014
  • Morning Newspaper Circulation Jan June 2014
  • Sunday Newspaper Circulation Jan June 2014

As predicted, the tabloids slipped back after the euphoria of the start of the premiership

Read More

I had to double take on these sets of results – so used to the doom

Read More

 The JNRS Irish newspaper research was released yesterday – without the fanfare that used to be

Read More

“Ta-da” - the cosmetic adverts catchphrase. I use it mockingly as it heralds the publication, finally,

Read More

The morning market slipped back 6% to 463,000 since the audit of Jan-June 2013 and

Read More

The market fell by -6% or 53,000 in twelve months. The Sunday Independent dropped 12,000

Read More