Survey claims increased readership for London Lite

Research from the National Readership Survey claims that London Lite has increased its readership lead over rival free daily thelondonpaper.

According to the NRS, London Lite had 1,128,000 readers in 2008 – up 37 per cent year on year – compared with thelondonpaper on 1,033,000, up 27 per cent.

The NRS data is based on surveys with 36,000 people over a 12-month period – only a small proportion of whom are based in London. It has been dismissed as unrepresentative by thelondonpaper.

Thelondonpaper has an average daily distribution, according to ABC, of about 500,000 copies – compared with London Lite’s daily total of 400,000.

According to the NRS, The Sun was the most widely read UK newspaper in 2008 with 7.9 million readers per issue, down one per cent year on year.

The News of the World was next with 7.8 million readers (down six per cent), followed by the Mail on Sunday with 5.6 million (down three per cent) and the Daily Mail on 5.1 million (down three per cent).

The NRS emphasises that as these figures are only estimates, year-on-year falls or rises could be due to sample variation.

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