ABCs cast black cloud over redtop newspapers
March brings the end of many financial years, so it offers a natural chance to take the latest ABC national newspaper sales figures and reach some broader conclusions (on statistics averaged over the past six months).
So: the redtops are having a torrid time, down 8.99% overall on the same period in 2013; the mid-market Express and Mail have seen 5.75% go south; but the quality end (4.55% off the pace because of big print drops at the FT and Indy) finds the Telegraph down a mere 2.05%, the Times down 2.76% and the Guardian losing just 0.34%. Those differences are much the same on Sunday, with the redtops down 10.96% to the qualities’ 5.05%.
There are some special factors here. Waitrose’s policy of giving customers newspapers rather than coupons is one. But note, with a frown, how the top end of the market, where website competition is fiercest, is also the area where print hangs on most resiliently.