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Post and MEN feel effect of the switch to free policy | Print |  Email to a friend
Friday, 31 August 2007
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The latest ABC figures for the six months ended June 2007 show every one of the region’s daily papers suffering a fall in circulation although in Liverpool and Manchester these falls were counter balanced by further increases in free distribution.

All the UK’s major regionals saw falls in circulation.

Sales of the Liverpool Daily Post fell by 10.5% to 15,992 year on year while the MEN fell by 25.4% to 88,669. The Liverpool Echo fell by 6.9% to 113,126.

The Daily Post however increased the number of free papers it distributed during the period to 6,406 resulting in a total figure of over 22,000. Trinity management of the paper is keen to see the total figure remaining above 20,000. Mark Thomas, the Post’s editor said the free policy was helping to helping to ensure the paper was well read among younger ABC1 readers.

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Dodson
The MEN’s ABC certified pick up distribution for June 2007 was 92,867 copies. The MEN’s total distribution of 181,536 means the MEN can still to be the UK’s largest regional daily newspaper.

Mark Dodson, chief executive of GMG Regional Media said: “We are pleased with the combined paid for and pick-up circulation for the MEN and our maintained position as the largest regional daily newspaper.

"When we took the decision to offer pick-up as well as paid for copies, we made a commitment to advertisers to aintain the readership of the paper.  These latest figures show we have been able to honour that commitment, which is great news not just for M.E.N. Media but for our advertisers as well.”

The (Barrow) North West Evening Mail was the best performer in the region in terms of stemming declining sales with a drop of just 0.5% year on year. The paper’s editor Steve Brauner told How-Do that: "It's an excellent ABC performance and is due to a lot of hard work by staff in editorial and newspaper sales.

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Brauner
"Of the four titles above us in the national league table for evening papers, three actually became morning papers last year and have had a bit of a sales bounce as a result of longer shelf life.

"In the first half of this year our website, www.nwemail.co.uk , has recorded a big year-on-year increase in unique users. Combined with stable newspaper sales, this means that the North-West Evening Mail's total audience is growing and advertisers are getting more bang for their buck."

Elsewhere The Bolton News and the Lancashire Telegraph recorded falls of 2.3% and 2.9% respectively while at the other end the Sentinel and the Oldham Chronicle saw falls of 8.3% and 7.7% respectively.

The actual ABC figures for the six months ending June 2007 were:


Paper    (paid sales)      June 2007    June 06        % decline

Daily Post – Liverpool    15,992        17,897        10.6
Barrow (NWEM)             19,369        19,472        0.5
The Bolton News           31,810         32,575        2.3
Carlisle News                23,822        24,838
Lancs Eve Post              33,013        35,028         5.8
Lancs Telegraph            32,488        33,469         2.9
Liverpool Echo             113,126        121,517        6.9
MEN                              88,669        118,903       25.4
Oldham Eve Chronicle    22,104        23,957         7.7
The Sentinel                  64,685        70,567         8.3
Wigan Eve Post               9,713        10,091          3.7
Daily Post Wales            36,327        38,661          6
Wrexham Leader           22,464        23,903          6        

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  Comments (2)
RSS comments
 1 By Andy Fowler, on 31-08-2007 12:17
"We made a commitment to advertisers to maintain the readership of the paper," says Mark Dodson. Aren't 'distribution' and 'readership' two completely different things?
 2 By Salfordian, on 03-09-2007 08:44
JICREG certainly thinks so. Free copy = one reader; paid for copy = 2.7 readers, is the usual rule of thumb.

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