Feature: Tabloids, Red Or Dead?
Tabloid newspapers have long been a vital part of the media landscape, with the sensational headlines and red mastheads almost as much of an institution as the Great British cuppa. However, the increasing popularity of 24-hour TV news channels and the internet is causing a shift in media consumption and love them or loath them, the tabloids seem to be bearing the brunt of the downturn in the national newspaper market.
ABC figures over the last five years show that the popular market, which includes some of the UK’s top selling titles, has seen overall circulation decline by 5.2% between March 1997 and March 2002. The mid and quality markets have also shrunk during this period, but less significantly, with the former seeing an overall decline in circulation of 3.9% and the latter a drop of 0.5%.
Circulation of the top tabloid titles continues to be relatively high in comparison with other sections of the market. However, analysis of March ABCs over the last two years shows that the majority of titles within the popular market have seen circulation fall (see below).
The market leaders among the tabloids are the Sun on weekdays and the News of the World on Sundays. But while the News International titles may retain a healthy lead over their nearest rivals, times have got leaner in circulation terms. In March 1997 the Sun had a circulation of 4 million and the News of the World 4.5 million. Five years on and these have shrunk to 3.3 million and 3.9 million respectively.
To add to this, the very public rivalry between Trinity’s Mirror and the Sun has recently moved on from the David Yelland/Piers Morgan slanging matches to the revamping of the (now renamed) Daily Mirror. The Mirror is moving to distance itself from its tabloid competitors and by dropping its red masthead and attempting to position itself as a more “serious” paper. However, editor Piers Morgan has kept some of his old style, accusing his red-top rivals of being “downmarket, sleazy and tacky.”
Whether a new look and good intentions will do the trick for the Daily Mirror is yet to be seen, as at present the Sun’s circulation outstrips it by around a million. However, the Daily Mirror has done better in holding onto its circulation total in the last five years, losing only half the amount, in percentage terms, as its Wapping rival. Successful ventures such as the development of free women’s supplement M have helped in this respect.
It wouldn’t do to ignore the smaller players either. While some have felt the pinch of declining circulation badly- the Sunday People and Sport First have seen some of the biggest percentage decreases in circulation in the market during the last couple of years- the Daily Star stands out as the trend-bucker.
Bought by Richard Desmond’s Northern & Shell along with the Express titles nearly two years ago, the Star has, in contrast to the mid-market titles it was acquired with, gone from strength to strength. At the time when the Desmond deal was struck, in November 2000, the paper’s circulation was 537,000. Its March 2002 circulation came in at 650,000. Still small change compared to the Sun, but proof perhaps that the appetite for some good old red top sensationalism with the morning cuppa is still out there.
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