It appears as though it’s not just the kids who’ve been resting their intellectual minds over the summer holidays. Whilst not one quality paper reported increased circulation across August 2014, the popular paper category positively thrived (relatively speaking that is – YoY losses of 6.6% to 16.0% were still reported by all popular titles). The Sun was the monthly winner, with an increased circulation of 51,000 copies since July 2014. With 2.5% growth in circulation, the Sun now reaches nearing 2.1 million readers, and as we reported in the latest NRS PADD review, is the most popular read within the C2DE demographic.
Other newspapers in the popular titles category including the Daily Mirror, the Daily Record and the Daily Star all saw circulation growth across the month (up 0.4%, 1.2% and 1.2% respectively).
In the mid-market category, the Daily Mail was hot on the tail of the Sun with a circulation of 1.7 million, recording PoP growth of 0.2%. Additionally, quality read, the Times, was the only newspaper to record YoY growth, having seen an audience increase of 1.3% since August 2013.
Fellow quality titles including the Guardian (-1.9% PoP), the Independent (-0.8% PoP) and the Daily Telegraph (-0.4% PoP) saw little movement beyond that of naturally occurring fluctuation.
The Sunday papers recorded increasing circulation figures across the board in August, with the top performers being the Sunday Mail (+4%), the Daily Star (+2.8%) and the Independent on Sunday (+2.4%). Nevertheless, all titles reported YoY losses.
With the future of journalism looking as unpredictable as ever and period-on-period increases unable to disguise year-on-year losses, it’s never been more critical for brands that are looking to engage an audience through newspaper advertising, to approach strategy and investment with tact. Understanding not only which news outlet you audience utilizes, but also how best to capture their attention demands specialism, data-based insight and experience. Luckily, we come with all three. If you are looking to incorporate print advertising in your next campaign, have a chat with us first. We’ll set you on the right path.