Regional ABCs: Evening newspaper sales drop 5.3 per cent

The evening sector was down 5.3 per cent on last year with only two newspapers gaining sales.

Total average daily sale for the 72 evening newspapers in Britain is 2,629,193 down 5.3 per cent from the 2,777,041 total of a year ago.

The Swindon Advertiser and the Dundee Evening Telegraph were the only regional evening newspapers to put on sales.

The Advertiser was up 0.4 per cent to 22,219 benefitting from a 4 per cent boost in home deliveries. The paper launched a ‘reader acquisition programme” in February 2007. The paper has consistently been outperforming the evening sector.

The Dundee Evening Telegraph was the next best performer, up 0.4 to 24,349 and followed by the Guernsey Press and Star down 0.3 per cent to 16,196 and the Jersey Evening Post on 21,100 down 0.6 per cent.

The Birmingham Mail’s circulation was down 6.9 per cent this time compared with a 6 per cent drop in the previous period.

The sharp sales declines at the Manchester Evening News continue following its part paid, part free circulation strategy with a 13.5 per cent dip in paid-for sales to 81,326. Free circulation stood at 98,455 meaning the paper has reached its target of a combined free and paid for distribution of more than 180,900..

The Argus in Brighton and the Newcastle Chronicle were the best performing big city titles. The Chronicle was down 2.7 per cent to 32,874 while the Argus was down 3.2 per cent to 32,874.

The Sentinel, Stoke, shed 5.2 per cent to 61,910 despite elements of the now-defunct Sentinel on Sunday being incorporated into the title.

The Belfast Telegraph reported the biggest sales decline, down 13.9 per cent. It was followed by the Doncaster Star which fell 10.8 per cent, the South Wales Echo down 10.2 per cent to 46,127 and the Halifax Evening Courier down 8.7 per cent to 19,956 and the Cambridge Evening News down 7.6 per cent to 25,720.

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