Interesting piece from the Observer on the desperate (expensive) measures being taken by British newspapers to at least keep circulation declines at around the 5% level.
Only 88% of newspaper sales in November were actually made at full retail cover price. The rest were either cut-price or given away to the end consumer in bulk distribution deals such as on airlines or in hotels. This kind of activity is growing significantly, accounting for 12% of November’s ABC figures as opposed to only 9% a year ago – a very significant shift in such a short time.
Will they all end up as give-aways?
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