Magazine article Marketing

The Future Success of Regional Press Lies in Its Marketing Past

Magazine article Marketing

The Future Success of Regional Press Lies in Its Marketing Past

Article excerpt

The only certainty now is that competition Will get much worse

You have to have a sense of perspective when the newspaper circulation figures come out. It really is not all bad news, despite the existence of more negative figures than a congress of hypochondriacs.

The latest regional newspaper circulation figures for the second half of last year provide lots of ammunition for optimists everywhere.

Who can be downhearted when the Malton & Pickering Mercury is able to increase its circulation by 116.8%. The fact that the total turns out to be 3141 is a factor that has to be taken into account, but surely Rosie Boycott's job will be that little bit less secure once United finds out the identity of the editor who can double sales.

But then you look at the top 20 regional evening papers and find that the only plus figure is beside the 20th largest paper, the South Wales Evening Post. Sales of the Glasgow Evening Times are down by 6.6% year-on-year while the Edinburgh Evening News has managed to do slightly worse with a 6.7% loss.

Although 53% of regional titles have increased circulation, the optimism is mainly among the weeklies, and overall circulation is down by 2.4%.

The only certainty now is that competition will get much worse and that some of the futuristic devices predicted a decade ago will finally happen.

The Tablet, the flat-screened device that was supposed to download electronic newspaper became instant history--after terrifying newspaper executives. …

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