The latest set of readership figures, released by the National Readership Survey (NRS) this week, show an overall decline in readers for the national newspaper market. Of the titles listed here, readership dropped by 3.5% year on year for the February-July 1999 period.
The Daily Mail continues to go from strength to strength, outperforming the market with an increase of 479,000 readers year on year. The Mail On Sunday also turned in healthy figures, with readership up 4.0%. The Mail‘s rival mid-market papers, the Express and the Sunday Express both continue to shed readers according to this survey.
News International’s performance in the NRS figures is not looking too strong at present, with the News Of The World, Sun and Sunday Times all showing declining readerships. The group has this week announced loyalty partnership with Tesco for its Sun and News Of The World papers in a bid to drive up circulation and reader loyalty, particularly amongst its female readers (see Sun And Tesco In Joint Loyalty Initiative).
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