Denmark readership again

In Fridays post the development of readership in Denmark was presented. In a comment it was suggested that this was ‘old’ data as the monthly data show again MetroXpress (and not Jyllands-Posten) being the best-read paper in the country.

This being true, the long-term development of readership can be tracked best by using yearly (or half-yearly) data, so there are no seasonal influences. To to this I give here a longer time series (and added some missing data) from 2000 on – free dailies were introduced in September 2001 and measured first in 2002. (click on picture for better view.)

Free dailies MetroXpress and Urban increased readership (and circulation) untill 2006, after which new entries Dato (not in TNS survey), 24timer and Nyhedsavisen entered the stage. It’s clear that almost all papers lost readers, but MetroXpress and Urban most of all.

The only paid paper losing heavily was Jyllands Posten, in the nineties having more than 800,000 daily readers, declining until 2005, picking up in the second half of 2005 and the beginning of 2006, but again going down after that. In the second half of 2008 a small recovery resulting in being the best-read paper during those six months.

Also Berlingske Tidende (dark blue line) lost readers during the whole period – although it did not seem too much affected by the rise of frees in 2006 and 2007.

The two Danish tabloids Ekstra Bladet and B.T. both were stable until 2004 (although they lost compared to the nineties) after which they also saw circulation go down.

Quality paper Information was stable, economic paper Dagbladet Børsen gained readers while local papers lost some readers during the last years.

One Response to “Denmark readership again”

  1. Newspaper Innovation » Blog Archive » Danish readership fluctuations Says:

    [...] Earlier we reported on Danish readership in 2008 and over a longer period based on 6-month periods. Four different newspapers took the no. 1 position since 2005: paid paper Jyllands Posten and free dailies MetroXpress, 24timer and Nyhedsavisen. [...]