Interesting Numbers

IRE60

Stick with me here!

The last audited figure for the News of the World was in June 2011 coming in at 113,000. The following month the audited figure** for all the Sunday papers, without the NoW was down only 38,000 – ‘suggesting’ that some 80,000 of the 113,000 stayed in the Sunday market and converted to another.

**Figures for all the Sundays bar the Sunday Indo, Post, World because they don’t bother their bo**ox to do a monthly audit in the fast paced environment they work in. In fact it will be March of 2012 before we know what any of those papers sold in July 2011.

However, this month the Sundays are down a further 51,000:

Now, would that suggest that the ex buyers of the NoW converted for a week and then gave up? Or perhaps (more my thinking) was the NoW always a ‘secondary purchase’. Buyers tried another tome and then looked at the economics?

sataction

The Sunday Mirror must have got the biggest benefit. It was around the same price and has similar content.

The Sunday People has been on the decline for years and does not have any Irish content.

The Mail on Sunday is not really in the same market.

In the UK the biggest benefit has gone to The People, Mirror and Star.

uvox

They don't do a monthly audit because the advertisers will pull their budgets more like.