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Look what happens to sales when daily papers become weeklies? Look what happens to sales when daily papers become weeklies?
(7 months later)
Hats off to Helen Lambourne of HoldTheFrontPage for analysing the seesaw sales of daily papers that are transformed into weeklies.Hats off to Helen Lambourne of HoldTheFrontPage for analysing the seesaw sales of daily papers that are transformed into weeklies.
She looked at the effect of the switch following yesterday's release of the ABC figures for the final six months of 2012 (and I've added a little to her good work).She looked at the effect of the switch following yesterday's release of the ABC figures for the final six months of 2012 (and I've added a little to her good work).
All five of the Johnston Press titles that moved from daily to weekly publication in May last year registered double-digit percentage sales falls after an initial uplift.All five of the Johnston Press titles that moved from daily to weekly publication in May last year registered double-digit percentage sales falls after an initial uplift.
She has chosen to illustrate the decline by showing the June sale and then comparing it with the average sale over the following six months. The results are as follows:She has chosen to illustrate the decline by showing the June sale and then comparing it with the average sale over the following six months. The results are as follows:
Northants Telegraph - June: 23,590. July-Dec: 19,314. Difference: -18.1%
Northampton Chronicle and Echo - June: 22,993. July-Dec: 19,598. Difference -14.8%
Peterborough Telegraph - June: 19,948. July-Dec: 16,707. Difference: -16.2%
Scarborough News - June: 16,736. July-Dec: 14,806. Difference: -11.5%
Halifax Courier - June: 21,529. July-Dec: 18,801. Difference: -12.7%		Northants Telegraph - June: 23,590. July-Dec: 19,314. Difference: -18.1%
Northampton Chronicle and Echo - June: 22,993. July-Dec: 19,598. Difference -14.8%
Peterborough Telegraph - June: 19,948. July-Dec: 16,707. Difference: -16.2%
Scarborough News - June: 16,736. July-Dec: 14,806. Difference: -11.5%
Halifax Courier - June: 21,529. July-Dec: 18,801. Difference: -12.7%
But let's be fair: a fall-off was bound to happen. The publicity generated by the loss of a daily and the launch of a beefed-up weekly was sure to stimulate the market, and a more realistic settling down was inevitable.But let's be fair: a fall-off was bound to happen. The publicity generated by the loss of a daily and the launch of a beefed-up weekly was sure to stimulate the market, and a more realistic settling down was inevitable.
And it's fair to say that all are selling considerably more per issue than they did in their final period as dailies. (Both the Halifax and Scarborough titles are up by more than 7,000 copies apiece).And it's fair to say that all are selling considerably more per issue than they did in their final period as dailies. (Both the Halifax and Scarborough titles are up by more than 7,000 copies apiece).
To test the real effect, we need to see how well they bed in over a longer period. To that end, Lambourne also considered four former Northcliffe (now Local World) dailies that went weekly back in 2011.To test the real effect, we need to see how well they bed in over a longer period. To that end, Lambourne also considered four former Northcliffe (now Local World) dailies that went weekly back in 2011.
She carried out a similar exercise, comparing initial weekly sales with the latest average and discovered the Lincolnshire Echo down by 19.8%, the Exeter Express & Echo (-18.8%), the Torquay Herald Express (-14.3%) and the Scunthorpe Telegraph (-9.9%).She carried out a similar exercise, comparing initial weekly sales with the latest average and discovered the Lincolnshire Echo down by 19.8%, the Exeter Express & Echo (-18.8%), the Torquay Herald Express (-14.3%) and the Scunthorpe Telegraph (-9.9%).
Trinity Mirror's Liverpool Post went weekly in January 2012 and in that month managed to sell 9,875. But by the second half of last year, its average was down to 5,727, a fall of 42%. Indeed, it is now selling 2,000 copies fewer as a weekly than it did in its final months as a daily.Trinity Mirror's Liverpool Post went weekly in January 2012 and in that month managed to sell 9,875. But by the second half of last year, its average was down to 5,727, a fall of 42%. Indeed, it is now selling 2,000 copies fewer as a weekly than it did in its final months as a daily.
To get an even longer-term fix, I also looked at the experience of the Bath Chronicle, which transferred, when selling about 12,000 copies a day, to weekly publication in September 2007.To get an even longer-term fix, I also looked at the experience of the Bath Chronicle, which transferred, when selling about 12,000 copies a day, to weekly publication in September 2007.
It dropped out of the ABC audit for a while afterwards but returned in 2008 to record an average weekly sale in the first half of 2008 of 20,275. Its latest six-monthly average was 15,066.It dropped out of the ABC audit for a while afterwards but returned in 2008 to record an average weekly sale in the first half of 2008 of 20,275. Its latest six-monthly average was 15,066.
So, has the move been a success for publishers? Obviously, they have made these dramatic changes after carefully calculating the publication and distribution cost-savings - plus reductions in staffing - as against potential ad revenue and cover price losses.So, has the move been a success for publishers? Obviously, they have made these dramatic changes after carefully calculating the publication and distribution cost-savings - plus reductions in staffing - as against potential ad revenue and cover price losses.
I would imagine the savings have been substantial. As for the sales uplifts, these may be more apparent than real. The weeklies may not have extended the audience footprint too far because some regular weekly buyers may well have been irregular buyers of the daily.I would imagine the savings have been substantial. As for the sales uplifts, these may be more apparent than real. The weeklies may not have extended the audience footprint too far because some regular weekly buyers may well have been irregular buyers of the daily.
And, of course, throughout this process, we have to accept that more and more people are likely to have become online rather than print readers.And, of course, throughout this process, we have to accept that more and more people are likely to have become online rather than print readers.
Thus far, I note that Newsquest/Gannett has yet to follow in the footsteps of its three main rivals. But given the parlous state of the Brighton Argus's sales - currently running at just 17,000 in a city with a population of 273,000 - I am wondering whether it might just think of transforming that into a weekly before it dies altogether.Thus far, I note that Newsquest/Gannett has yet to follow in the footsteps of its three main rivals. But given the parlous state of the Brighton Argus's sales - currently running at just 17,000 in a city with a population of 273,000 - I am wondering whether it might just think of transforming that into a weekly before it dies altogether.
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