Archive for the ‘Circulation’ Category

Paid and free in Denmark

Friday, March 15th, 2013

Free circulation in Denmark dropped from 2 million in 2006 to less than 200,000 in 2013. But what was the impact on paid circulation? Did readers end their paid subscription and moved to free dailies?

This could be the case as one free paper – Nyhedsavisen – presented itself as a substitute: large editorial team, home delivery, six days a week. Also 24timer and Dato were home delivered in the beginning.

In the graph below free circulation is compared with the circulation of eight paid newspapers: quality papers Jyllandsposten, Politiken and Berlingske Tidende; tabloids Ekstra Bladet and BT; and local papers Jydske Vestkysten, Fyens Stiftstidende, and Nordjyske Stiftstidende.


At first sight, the impact is minimal, paid circulation did not take a big hit in 2006 and 2007.

The decline in paid circulation, however, increased during those years. Paid circulation dropped with 3% per year on average between 2000 and 2007; in the period 2008-2012 this was -7% on average. Part of this drop could probably be attributed to the high availability of free newspapers.

(The data for 2013 is an estimate as some data from 2000-2004 for some titles.)

The French miracle: no impact of free circulation on paid newspapers

Tuesday, March 5th, 2013

Ten years ago free newspapers were introduced in France. Their total circulation increased to more than 2.6 million in 2012. This was a small drop in circulation compared to 2011 (-3%) but except for 2009 (-9% after the closure of DirectSoir) the only year with a drop in circulation (data OJD).

Three titels compete for readers and advertisers. 20 Minutes is now the largest paper in the country, just before DirectMatin-Plus, Metro is fourth after Ouest France.

The weird thing is that paid circulation hardly suffered from the rise of free dailies. Paid papers lost 11% of their circulation since 2002 – just over 1% per year.

Le Monde lost 22%, La Voix du Nord 19%, L’Equipe 14%, Sud Ouest 13% and Le Dauphiné Libéré 12% – the other titles lost less than 10%.

The circulation of paid papers is the ‘total circulation’, including some free distribution, but most titles only distribute a small percentage of their circulation for free. Le Figaro distributes 12% of its circulation for free, all other titles have between 1 and 4% free circulation (click on graph for bigger picture).


Free dailies in France lose but still lead

Monday, March 4th, 2013

Compared to 2011, the total circulation of free newspapers in France dropped with 3% to 2.6 million according to the latest OJD data. Between 2010 and 2011 it increased with 25%.

The drop is the result of the lower circulation of the DirectMatin-Plus free dailies (-10%). Metro and 20 Minutes had a stable circulation compared to the previous year.


DirectMatin-Plus and 20 Minutes are the French newspapers with the highest circulation, Metro is fourth after regional paper Ouest France.

Austrian circulation rise because of free papers

Tuesday, February 26th, 2013

Kronen Zeitung, the market leader in Austrian lost one quarter of its circulation since 1995 but is still by far the largest paper in the country (circulation 800,000 – reach almost 40%).


In total, circulation is now 26% higher than in 1995. Growth is coming from the two free newspapers: Heute and Österreich, the last title has also a paid version.


Data from ÖAK and World Press Trends.

Free circulation in Europe 2012: minus 9%

Thursday, February 21st, 2013

In Europe, circulation of free newspapers declined with 9% in 2012 (15.8 million) compared to the previous year (17.4 million). The number of countries is stable since 2011 (27), but the number of titles went down from 82 to 74.

Because of closures in Spain (Què!), the Netherlands (De Pers), Italy (City) and Denmark (Urban), circulation declined in those countries.

In Austria, the Czech Republic, the UK, Switzerland, Sweden and Russia, however, circulation increased. (click on graph for bigger picture)


German newspapers perform better?

Wednesday, February 6th, 2013

The New York Times reported on German newspapers: “Germany still looks like a bastion of print” although some troubles were visible like the Frankfurter Rundschau filing for bankrupcy, Financial Times Deutschland closing and the financial problems of press agency DAPD.

Germans still read a lot of newspapers (72% on a daily basis) and cope with problems by raising the price of newspapers, a maketing campaing and asking the government for the introduction of an internet tax.

By the look of it, German newspapers are not much different from papers in the Nordic countries, Netherlands, Austria and Switzerland. Rising prices is an accepeted practice, while the other two measures have not shown any positive results yet.

In terms of circulation, German papers claim minimal loses. Auditing organization IVW shows a average yearly 3% decline over the last five years (including Sunday papers), which is not that different from other countries in the same region.


Free newspapers were never a German thing, only in the period 1998-2001 more than 100,000 copies were distributed.

Spanish free circulation drops below one million

Saturday, October 27th, 2012

In 2006 Spanish free circuation reached 5 million – more than 50% of the total Spanish daily newspaper circulation. At that time 36 different titles with more than 110 different editions were published.

Six years later total free circulation dropped to less than one million (940,000 – data Introl) with only 13 titles and less than 40 editions remain.

Three (Metro, ADN, Què!) of the four national papers have closed down, 20 Minutos (15 editions) remains with a circulation of 670,000 (more than 1 million in 2007).

Sports papers El Crack10 (2003-2006) and Penalty (2006) are no more, two almost free financial papers (Cinco Dias and El Economista) remain. Negocio closed in the beginnig of this year.

Local chains stopped altogether of closed down some operations. In the Basq countries, Madrid, Cadiz, Jerez, Jaen, Huelva. Lleida, A Coruna, Logrono, Segovia, Reus and Bilbao) local free papers are still published.


Free and paid newspapers in Europe 2010

Friday, October 19th, 2012

In the Nordic countries, the UK, the Netherlands, Germany, Austria, Switzerland, Luxembourg 25 or more copies per 100 inhabitants are distributed.

In Eastern and Southern Europe this is below the European average of 20.

15% of the circulation (3 copies on average per 100 inhabitants is free. In Luxembourg, Iceland, Andorra, Denmark, Sweden en Austria it’s 10 per 100 or more.

Without free dailies penetration is the highest in Norway (49), followed by Finland (45) and Sweden (42).

europe_newspaper_penetrationData from World Association of Newspapers (paid papers), newspaperinnovation (free dailies), popilation data form CIA Factbooks, Presentation on MSLC conferentie,

15 years of Swiss newspaper circulation

Monday, October 8th, 2012

The newspaper landscape in German-speaking Switzerland changed dramatically over the last 15 years.

In 1999 free newspapers were introduced. They are now dominating circulation.

20 Minuten distributes almost half a million copies in the German part (and another 240,000 in the French and Italian speaking areas).

Blick am Abend, launched as Heute in 2006, has now a circulation of 326,000.

In total more than a third of the total Swiss circulation is free. (in 2007 and 2008 this was almost 50%).

Paid paper Blick lost 46% of its circulation in 15 years, the Basler Zeitung lost 41%, Tages Anzeiger -33%. (click on graph for bigger version)


MetroXpress and 24timer largest Danish papers

Tuesday, September 18th, 2012

Free papers have the highest circulation in Denmark. MetroXpress and 24timer are leading with 200,000 and 150,000 copies according to the DO 2012-I research.

Both papers are majority-owned by Metro nternational, JP/Politiken holds a minority interest.

Politiken and Jyllandsposten have a circulation of just under 100,000. Berlingske Tidende distributes 90,000 copies; Børsen, Ekstra Bladet and BT distribute around 60,000 copies.

The total circulation of the top-10 paid newspapers dropped with one third between 2007 and 2012. Free circulation went from 600,000 in 2004 to 2 million in 2006 and to 350,000 in 2012.