National Press Round-Up

Populars

The latest national newspaper ABCs for August’93 show that reducing cover prices does have a direct bearing on sales. The Sun’s August’s ABC is up by more than 350,000 on June, before the price war began, to 3,832,397. The newspaper has also recorded its first year-on-year increase in its 6-monthly ABC for well over a year. The March to August figure was up by 0.5% to 3,573,631.

While the Sun was the only popular newspaper to record an increase in its 6-monthly ABC, the other popular titles did show a month-on-month increase against June.

Monthly Trends - 1993

@ = Price War Began

Mid Markets

Today recorded another circulation increase in August, with its 6-monthly ABC up by 4.7% to 548,332. The newspapers monthly figure for August was up by 20,000 on July, disproving theories that it had lost readers to The Sun.

Today was the only mid market to show a month-on-month increase in August. The Daily Mail’s August figure was down by 35,000 on July to 1,709,402 and the Daily Express’ figure was down by just under 20,000 to 1,454,428. The Mail on Sunday recorded a fall of 20,000 to 1,915,396 whereas the Sunday Express recorded a more moderate fall of 8,000 on July to 1,686,276.

The latest figures are the first indication that the mid market titles, with the exception of Today, are now entering a slump after several months of increasing circulations. The 6-monthly March to August figures do still show increases for the Daily Mail and Mail on Sunday but these reflect good monthly results earlier in the period.

Monthly Trends - 1993

Qualities

The quality newspapers have now also entered the price war with The Times cutting its cover price by 15p to 30p indefinitely. As the cut was instigated on September 6 any effect on circulations will not become evident until the September ABCs are released. However, News International has been quick to announce an estimated increase in sales of 70,000 for the paper since the price cut.

The August ABCs show the majority of the qualities losing circulation against July, with 3 exceptions; The Daily Telegraph increased its circulation by 10,000 to 1,027,656 for August, the Sunday Telegraph increased by 7,000 to 596,723 and the Sunday Times increased by 10,000 to 1,206,131.

The Independent, which is thought to be the most likely casualty of the Times price cut, lost 9,000 on July to 325,856.

Monthly Trends - 1993

General

The possibility of a VAT charge on cover prices is once again being predicted for the Budget in November. If the chancellor does impose a 17.5% levy on the price of magazines and newspapers,then the national newspapers will be faced with the task of increasing their cover prices rather than cutting them. If reducing cover prices increases sales, as The Sun’s August ABC would imply, then increasing them may well have the opposite effect.