National Press Market Round-Up – 2001
The national press market had a better year in 2001 than the year before, in that falls in readership and circulation were less pronounced. Falls were seen in circulation for the mid and more especially the popular market titles, but the broadsheets had a better year in this respect. The daily mid market saw its readership suffer year on year, while the whole Sunday market, but particularly the popular, also saw falls.
In terms of circulation, it was the quality papers, both daily and Sunday, which saw the increases, while the mid and popular titles saw year on year circulation falls. During the first full year of Richard Desmond’s ownership of the Express titles, the mid market saw readership of daily papers fall, while the Sunday mid-market also dropped year on year. By contrast, in a year of serious news agendas such as the Foot and Mouth crisis, the General Election and 11 September, the daily broadsheets saw an increase in readership of although the quality Sundays dropped.
Quality Market
There were mixed fortunes in the quality market in terms of circulation during 2001. The titles with larger circulations saw relatively little movement, while the comparatively more modest circulation of the the Financial Times was boosted. More impressive was the increase in the Observer’s circulation, which was up over 34,000 copies year on year.
Meanwhile, at the opposite end of the scale, the Sunday Business , which had had a promising 2000, was forced to seek a re-financing agreement and ended the year down in circulation, although the paper now claims that, having closed temporarily and relaunched as The Business, it is back on track again.
In terms of readership, both the Independent titles took a tumble. The Sunday Times dropped in its readership year on year, despite having seen a small increase in circulation.
The best increases in readership during the year for the quality market were at the Sunday Telegraph and the Times , which reversed the trend of the previous year to clock up an increase.
Mid Market
Northern & Shell’s Express titles are looking uncomfortably likely to prove the cynics right, as both the Sunday Express and the Daily Express plunged spectacularly in circulation over the year. In contrast, both the Mail titles managed increases in circulation of just over 3%.
In terms of readership, the Sunday Express did not do quite so badly. However, sister title the Daily Express saw a larger proportion of its readership disappear during the course of 2001.
Popular Market
Better news for the Northern & Shell camp came in the popular market. Circulation for the Daily Star was the only figure in the sector to see a year on year rise. As circulation across the sector as a whole shrank, the worst hit was Trinity Mirror’s Sunday People . Last week the owners denied rumours that the title would be put up for sale.
It was a similar story in terms of readership for the popular press, although the News of the World and Mirror managed modest increases along with the Daily Star’s 8.3% rise. Once again it was the Sunday People that suffered, with a drop of 11.2% in readership compared to 2000.
A summary of the key events in the Print industry during 2001 is available by clicking End Of Year News Round-Up: Newspapers
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