Circulation & readership in Italy
Contrary to the European trend, newspaper readership in Italy is growing for most major titles in the last years.
La Gazzetta Dello Sport has more readers almost every year, in the last 2011 report by Audipress (april ‘10 – march ‘11) it had more than 4 million readers; a high number for a paper with a circulation of less than 400,000 (12 readers per copy?). La Repubblica (500,000 copies) has 3.5 million readers while Corriere della Sera (540,000 copies) has 3 million readers.
Free newspapers lost readers in the last years. Leggo now has 1.9 million readers (circulation 1.050,000), City dropped to 1.8 million (850,000 copies) while Metro has 1.5 million readers (850,000 copies). The number of readers per copy (less than 2) seems more realistic for free newspapers. (click for bigger version)
DNews has 280,000 readers – with a claimed circulation of 500,000 this seems somewhat out of sync (circulation is not audited officially).
EPolis is no longer audited because the paper temporary (probably definitely) suspended printing. The paper with 19 editions and a circulation of more than 500,000 was published until July 2010. It was announced that it would resume printing in September but nothing has happened since.
Meanwhile Metro launched two new editions in Sardinia, the home market of EPolis in December 2010.
Total Italian free circulation dropped from 3.9 million halfway 2010 to less than 3.4 million now. Market share of Italian free papers is still around 40%.