London Evening Standard to question ABC result

London Evening Standard is set to argue that its ABC figure for Friday is unfairly distorted because it does not reflect the title’s new mixed pricing and distribution strategy.

The newspaper, which was recently acquired by Alexander Lebedev, is expected to report a 20% monthly circulation decline for May in the ABC release, despite being relaunched last month with a high-profile marketing campaign.

However, Evening Standard executives are expected to argue that the figures do not reflect the title’s new distribution operation, which has not yet been audited by ABC.

As a result, the Evening Standard is planning to release unofficial figures, recording a small increase in paid-for sales month on month, which has not been accounted for in the official ABC figures, according to reports.

Friday’s official ABC release is expected to report a total circulation of 210,000 copies for the title in May, a 20% year on year decline compared to April.

However, the Evening Standard will claim that its headline figure for May was 266,481.

The title is currently in the process of changing its ABC classification to take into account its new strategy, which includes offering the paper for 10p after 9pm at mainline London train stations and at selected events, and free in certain areas such as Canary Wharf after 8.30pm.

In addition, the Evening Standard will argue that if its paid-for circulation for last month was taken as an average, based on the period after its May 11 relaunch, its circulation would stand at 149,000 copies, a 4.5% increase on the ABC April average.