Readership
Nine fallers and four managed a gain in the latest JNRS released today.
The Irish Independent and the Mirror share the stage (probably for the first time), but both for very different reasons. The Mirrors accolade was that it grew 11% in readership year on year and on the other hand the Irish Independent lost 11% or 62,000 readers and drops below the half a million mark.
Also in the morning market, The Irish Times suffered a fall of nearly 9% to 310,000 readers per day. The Star dropped 12,000 and The Sun nearly managed to hang on to last year’s figure as did the Daily Mail. Then only title to see an increase in readership was the Examiner gaining 6,000.
The big faller (in percentage terms) was the Sunday Business Post losing nearly to one fifth of its readers and falling 33,000 to 154,000. Strictly in numerical terms, the Sunday Independent lost the highest amount at 67,000. Contrary to its (recent anyway) circulation direction, the Sunday Times was down 32,000 readers year on year. The Sunday Mirror, again like the circulation numbers, most likely capitalised on the demise of the News of the World putting on 42,000 to 418,000.
Just on that: in this survey last year the News of the World was recorded at reaching 15% of the population or 528,000 people every Sunday. So where have they all gone? Now, not all the Sunday papers are surveyed – but enough to make a reasoned judgement. The survey shows that, in the main, the old NoW readers have disappeared into the ether.
Based on the circulation and readership figures available aft...
The JNRS results for the period July 2010 to June 2011 were released and if you thought circulations were poor then read on. Readership of Morning titles is down a decent 10% on the year and the Sundays are down 3% - showing a bit more loyalty for the Sundays than the Daily papers.
Looks like few titles were spared the falls. The Independent suffered the biggest blow, down 11% and hovered on the precipice of half a million. In percentage terms the Examiner fell the furthest dropping 17% of its readership in the 12 months and its stalemate, the Sunday Business Post, is down 15% - the second highest faller of the papers. In the circulation market the tabloids are taking a beating but their readership seems to be holding steady according to these figures.
The only comment on the magazines is that many of them have higher readership than their actual main jacket. The Heralds switch from the previous magazine, HQ. to The Dubliner seems to have worked as their Thursday offering is up 43,000 copies.
The latest figures for the readership for many of the Irish Newspapers were released today
Released today, the JNRS for the period July – June 2010 show that readership of morning titles is down 86,000 compared to the same period 12 months prior and, conversely, the Sunday market in up 57k.
The shift in the two markets could show a change of buying habits. Many may be abandoning the daily read in favour of reading a paper only on a Sunday.
The survey showed that 56% of the population read a daily papers while some 70% read a Sunday paper.
Individually there were differing results. In the Mornings, still retaining top slot is the Irish Independent with 560k readers (+5). This is followed by the Daily Star at 410k (-52) and then the Irish Times at 359k (-5). The NNI were quick to point out that the decrease in the morning readership can be attributed to the rise in unemployment – which is fairly plausible and could account for the 11% drip in readership of the Daily Star and the 8% drop for The Sun. Both papers would have had a strong loyalty in the ‘trades’ and many once employed tradesperson could well be seeking employment currently.
The Evening Market (such a misnomer at this point) is seeing yet another serious decline. The Evening Herald readership stands at 260k down 61k (or 20%) on the previous survey. One point is that the (seemingly) popular “In Dublin” magazine wrapped in the paper on a Thursday would not have been fully factored in this survey. Although one good day can’t really make up for 5 terrible ones.
The Sunday Market still have the Sunday Independent in top spot at 992k (-11)....
