Media Analysis: Standard Plots Renaissance

By Lee, Jeremy | Marketing, June 6, 2007 | Go to article overview
Save to active project

Media Analysis: Standard Plots Renaissance

Lee, Jeremy, Marketing

London's paid-for daily is in urgent need of a way to re-engage both readers and media buyers, writes Jeremy Lee.

Is the news that the Evening Standard is looking for a new advertising agency - and presumably, therefore, a fresh marketing strategy - a futile roll of the dice by Associated Newspapers as it tries to rescue a brand that is insurmountably moribund?

Circulation figures certainly show that the paper, which for so long appeared to have the London daily newspaper market cornered, has suffered a dramatic fall from grace in recent years. The most recent Audit Bureau of Circulations figures, for April, reveal a 16% year-on-year fall to an average of 266,214 copies a day.

Mark Gallagher, executive director of Manning Gottlieb OMD, claims that Associated is window-dressing the real results, as it includes bulk copies when it presents them. The publisher now distributes 30,000 more bulk copies to hotels, airlines and trains than it did last year Gallagher says that including these bulks, the decline is far more profound, with one-third of the Standard's circulation falling away.

The impact of a 10p increase in cover price seems to have contributed to the circulation dive; only 74% of the Evening Standard's sales are at the full rate of 50p compared with 88% last year, when the paper cost 40p.

Nonetheless, behind these miserable headline figures, media buyers display a surprising amount of affection for, and a certain degree of optimism about the future of, the venerable newspaper, which was established in 1827.

Long-term trouble

Gallagher points out that while the Standard's decline has been exacerbated by the launch of the afternoon freesheets - its sister title London Lite and News International's thelondonpaper distribute nearly 900,000 copies between them every day - its fall in circulation is only mirroring the long-term trend afflicting the rest of the newspaper market.

Paul Thomas, investment director at MindShare, agrees with Gallagher's assessment. 'The Standard's circulation was already falling before the freesheets came along,' he says.

Andrew Mullins, managing director of the Evening Standard, who is overseeing its advertising review, puts up a stout defence of the paper's performance. While admitting that the year-on-year figures represent a hit, he says its month-on-month performance is 'pretty stable' - compared with March, its April result represented a decline of just 0.1%. 'We're back on a growth trajectory,' he claims. Gallagher isn't quite so sure, but admits that the Standard's circulation has at least started to plateau.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this article

Cited article

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Media Analysis: Standard Plots Renaissance


Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?