Early NRS figures reveal big increase in Evening Standard readership

The London Evening Standard‘s readership has shot up to 1.37 million from 556,000 since its move to free distribution in October, according to new NRS figures.

Recording a figure of 556,000 in April to September 2009, the latest total – for the period 12 October to the end of December – represents an average 2.3 readers each copy from its 600,000 ABC circulation.

Of the 1.37 million, the proportion of ABC1 readers is 76.7%, with the proportion of 15-44 year olds reading the paper growing from 56.7% to 62.0%.

This topline readership data is the first for the title since it changed to free distribution on October 12, 2009. NRS has since treated the newspaper as a new title and has provided an early readership estimate for the first time in its history.

Andrew Mullins, Evening Standard managing director , said: “These NRS numbers are the final vital component required to endorse our new business model and it is very satisfying to now see our hypotheses validated in the market place.

“Maintaining the quality of the newspaper has been essential to securing a stable and growing audience of influential and affluent achievers in London and the Evening Standard is clearly delivering this audience in abundance.”

Jon O’Donnell, advertising director, said: “We are delighted with the numbers as they are higher than we had expected but absolutely in line with our aims. They re-enforce the fact that the London Evening Standard offers cost efficiency and continues to offer a high quality audience despite having no cover price.

“Our advertisers have been incredibly supportive and we are delighted to be able to repay them with these readership figures at this early stage.”

NRS topline figures for the period to the end of December will be covered on Newsline on 25 February, with full breakdowns released on 1 March.