Archive for the ‘Readership’ Category

UK: The Sun loses 1.8 million readers in 5 years

Tuesday, December 3rd, 2013

The Sun is still the paper with most readers the UK – just over 6 milion every day – but it’s 23% less than five years ago when the paper had almost 8 million readers (NRS data).

The drop in numbers (1.8 million) is impressive, but in percentage The Mirror (-27%), Daily Telegraph (-36%), The Times (-30%), Daily Express (-31%), The Guardian (-28%), Daily Record (-36%) and The Independent (-46%) lost more.

The Daily Star and the Daily Mail (both -18% since 2007/2008) performed somewhat better than average.

Free daily Metro saw its readership increase with 3% in five years, The Evening Standard (free since October 2009) saw an increase of 162% since 2007/2008 when the paper was still paid. In the last three years readership is around 1.5 million. (Clcik on graph for bigger version.)


Compared to the same period last year, the Daily Star (-19%), The Guardian (-16%) and The Independent (-22%) lost most readers. The Evening Standard and “i” both gained 1% in readership.

New Swiss readership research method: more readers for 20 Minuten

Wednesday, September 18th, 2013

That free Swiss daily 20 Minuten increased readers is actually not news. It has been growing almost permanentely since launch. What is news, is that part of its growth can be attributed to a change in method by Wemf, the Swiss readership survey organization.

Wemf has changed its sample; also people with a landline phone and people with only a cell phone could be reached. The new sample consist now for 20% of persons from these new groups. According to Wemf 20% of the newspaper have seen their readership change because of the new method.

This claims, actually, seems to be somewhat too modest. It looks that the three out of four leading Swiss newspapers profitted from the change: both free dailies 20 Minuten and Blick am Abend; and tabloid paper Blick increased much more than could be expected. The free dailies did not change their circulation, Blick decreased circulation. Traditional quality paper Tages-Anzeiger lost some readers.


Also in the French speaking part the free daily 20 Minuten and tabloid Le Matin profited most. Apparentely these titles have more readers in the mobile phone population.


Luxembourg readership 2012-2013

Saturday, July 13th, 2013

L’Essentiel_2013Paid paper Luxemburger Wort is market leader in readership in Luxembourg with 177,000 readers in 2012-2012 according to the last Plurimedia-study from TNS-Ilres.

The paper from publisher Saint-Paul is reaching 40% of the population.

Free paper L’essentiel is second with a reach from 30% (133,000 readers). This is only marginal higher than last year when the paper had to deal with competitor Point24. This paper was terminated in December 2012.

This suggest that the market for free dailies is saturated with only one title (see also previous post).

Paid paper Das Tageblatt is third with 45,000 readers (10% reach). (Luxemburger Wort)

Metro and am New York readership: a close call

Thursday, May 23rd, 2013

Free dailies Metro (2004) and am New York (2003) have been competiting for the top spot in readership since they launched.

AM New York had more readers during the first years, Metro took over between 2008 and 2010; in 2011 and 2012 am New York had more readers but this year Metro (733,000 readers against 718,000 for am New York) took over again according to Scarborough research.


Metro reaches 4.4% of the New York population on an average day, am New York 4.3%. On a weekly basis Metro reaches 8.8% of the New Yorkers, am New York 8.2%. (Metro Press Release)

As both papers have a circulation of around 325,000 this means that an average paper is read by more than two readers.

Philadelphia readership

Monday, May 6th, 2013

The Philadelphia Inquirer is still the best-read paper in the Philadelphia area, reaching 775,000 people.

Free daily Metro is closing in – growing from 266,000 in 2010 tot 291,000 in 2013.

In the 21-54 age group Metro (203,000 readers) surpassed the Inquirer (198,000 readers).


Spanish readership drops in 2013

Wednesday, May 1st, 2013

Free daily 20 Minutos – until 2009 the best-read newspaper in Spain – lost 13% of its readers compared to 2012 according to the last AIMC survey.

20 Minutos is now the third paper in Spain (1.7 million readers) after sports paper Marca (2.9 million) and el Paìs (1.9 million). Also Marca (-5%) and el Paìs (-3%) lost readers.

All other Spanish papers – except El Periodico – lost readers, even the three other sports papers As (-4%), El Mundo Deportivo (-5%) and Sport (-6%).


Small differences could be the result of different survey periods – the 2013-I survey was conducted between April 2012 and March 2013, the 2012 data concern the whole of 2012.

Readership Austria: Heute wins, Kronen loses

Monday, April 8th, 2013

Free daily Heute saw readership increase with 7% in 2012 compared to 2011 to just below the 1 million mark: 998,000. Heute is again the second best-read paper in the country, reaching 13.9% of the population against 37.4% for Kronen Zeitung. Marketleader Kronen Zeitung saw readership drop with 1% to 2.7 million.

In Vienna, Heute reaches 42% (617,000) of the population against 32.5% (477,000 readers) for Kronen Zeitung.

Third paper Kleine Zeitung lost 4% of its readers. Free/paid daily Österreich (fourth) saw reaereship drop with 7%.

Kurier saw readership increase with 6%. Quality paper Der Standard (6th) is stable with 358,000 readers. (data:


Heute (GRATIS) 42,0 617

20 Minutos still loses money after cuts

Sunday, March 24th, 2013

20minutos_vallodolid_finalNorwegian mediahouse Schibsted announced in its annual report 2012 that Spanish free daily 20 Minutos lost €6.9 million in 2012 (€3.6 million in 2011), even after the paper closed seven editions in Spain.

Operating revenues went down from €22.3 million (2011) to €17.4 million in 2012.

After the summer, the editions for Alicante, Murcia, Bilbao, Valladolid (the last edition right), Coruna, Vigo and Asturias did not return.

2o Minutos is now only published in Barcelona, Madrid, Sevilla, Zaragoza, Valencia, Malaga, Granada and Cordoba. Its circulation is down to 560,000 (in 2007 it was over a million).

As all national competitors of 20 Minutos closed down during the last years – Metro in 2009, ADN in 2011, Qué! in 2012 – the loss shows how extremely difficult the Spanish advertising market is.

In Mexico 20 Minutos, however, launched a digital version of the paper.

In France sister paper 20 Minutes (50 share) showd a small profit of €1.5 million.

Readership of 20 Minutos dropped with 10% from 2.1 million to 1.9 million. Because of this 20 Minutos is now the third paper in Spain after sports paper Marca (+2% in readership) and El Paìs (+1%) according to the latest EGM-data.


UK Readership #3: class & sex

Monday, February 18th, 2013

The class differences in the UK are reflected in the readership profiles of the newspapers, with The Guardian, The Times and The Daily Telegraph having 85% or more of their readers in the ABC1 group.

At the other end the Daily Star, The Sun, The Record and The Mirror have less than 40% in that group.

Although social class is rather stable for for most papers, The Evening Standard (8% less in ABC1), The Daily Star (-6%) and Metro (-5%) show substantial changes. (data: NRS)


The Daily Star, the Evening Standard and The Independent are the ‘malest’ papers with 60% or more of the readers being male.

The Daily Mail and the Daily Express are at the other end: 50% or more female.


UK Readership #2: the age issue

Monday, February 18th, 2013

Only the two free dailies in UK and four paid papers (Daily Star, The Sun, The Independent and The Guardian), have more than 50% of their readers in the “below 45″ age group.

The data from NRS is from 2006 and 2011 – in 2012 NRS used different age groups so data can not be compared.

The two free dailies have the youngest readership in 2011: around 70% is in the 15-45 group. The Daily, The Express and The Daily Telegraph have less than 30% in this group.

Surprisingly, the new ‘i’ paper has only  40% of their readers in this group, comparable to The Times and The Daily Mirror.

All papers saw the 45+ group grow in the five years between 2006 and 2011, the Daily Star with 14%, the Mail and Record with 8% and the Express with 7%.

Even Metro saw the older group increase with 6%; the Evening Standard is the exception (as a result of going free) and saw the younger group increase. (click for bigger version)


Later today: data on social grades differences between titles and male/female readership.