National Press Market Round-Up – 2002

In terms of circulation the national press market had a less successful year in 2002 than in the previous year, when the industry was boosted by a renewed demand for news following the terrorist attacks on the United States. Overall circualtion for national newspapers was down by 2.8% year on year during 2002. The daily quality market and the popular Sunday market were the worst hit, with circulation declining by 3.2% and 5.3% respectively during 2002. The daily popular market escaped relatively unscathed with circulation slipping by 0.6% year on year.

Analysis of NRS readership figures paints a more positive picture of the national press market, which saw readership increase by 1.2% year on year during 2002. The daily quality and daily mid-market experienced notable gains, with readership increasing by 7.8% and 4.3% respectively. The quality Sunday market also performed well with readership rising by 7.5% during 2002, but the popular Sunday market slipped by 4.1% during the same period.

Quality Market

In terms of circulation, 2002 was a relatively lacklustre year for the quality market, with the majority of titles seeing circulation decline year on year. The Independent On Sunday and the Sunday Telegraph were the worst hit, with circulation falling by 8.54% and 5.66% respectively. News International’s heavy weight Times also suffered, with circulation slipping by 4.53% during 2002.

The Daily Telegraph provided an example to the industry by ending the practice of bulk sales in October (see Telegraph Group Puts An End To Bulk Sales). However, the title saw circulation decline by 4.26% year on year to below the million mark. The Guardian and its Sunday sibling The Observer experienced the least downward movement, with circulation dropping by 3.05% and 1.08% respectively. Meanwhile, the Sunday Business provided the only bright spot in an otherwise gloomy market, with circulation soaring by 44.06% year on year.

In terms of readership, the biggest increases were seen at the Guardian and the Observer, which improved by 20.2% and 15.2% respectively during 2002. The Independent On Sunday corrected a decline in circulation with a 3.1% year on year increase in readership, but the Sunday Telegraph slipped by 0.4%.

The sector’s most notable decline was experienced by the Financial Times, which saw readership fall by 10.4% to 567,000.

Mid Market

Things looked more positive for Richard Desmond’s Express titles in 2002, with the Sunday Express seeing circulation increase by 1.6% year on year and the Daily Express managing to limit its decline to 1.5%. The fortunes of the Daily Mail and the Mail On Sunday also appeared to be changing, with circulation slipping by 2.7% and 2.3% respectively. However, the Daily Mail & General Trust-owned titles continue to retain a healthy lead over their competitors.

In terms of readership, The Daily Express saw the most significant upward movement, with readership increasing by 8.5% year on year. However, this was off-set by a 2.2% decline at the Sunday Express. Both the Daily Mail and the Mail On Sunday saw readership increase year on year during 2002.

Popular Market

Every title within the popular market saw circulation decline year on year during 2002, with the exception of Northern & Shell’s Daily Star, which improved by 12.4% to 805,714. Despite commanding a comparatively modest circulation, the success of the no-nonsense title prompted Richard Desmond to launch the Daily Star Sunday last September (see NewsLine Feature: Sunday Star Hopes To Shine).

Elsewhere, a multimillion pound redesign and change of editorial focus (see Mirror Drops Red Top For New Look) did not appear to boost Trinity Mirror’s Daily Mirror, which saw circulation fall by 5.1% year on year to 2,115,529. The Sun also saw suffered, although to a lesser degree, after entering into a costly coverprice war with its arch rival. Circulation at the title was down by 0.5% year on year to 3,529,680. The sector’s most significant downward movement was seen at the People, which saw circulation fall by 9.7% year on year, despite an extensive rebrand (see Trinity Mirror Relaunches Sunday People).

In terms of readership, the outlook was more mixed with the Daily Star and the Sun improving by 11.5% and 1% respectively. At the other end of the scale, the Daily Mirror and the News Of The World both saw readership decline by 4.3% year on year during 2002. The People was the worst hit with readership slipping by 4.7% during the same period.

Subscribers can access the Press database by selecting “Press” from the drop-down box at the top of this page.