Home' The Channel Magazine : Nov Dec 2009 Contents CIRCULATION
18 National Newsagent Nov/Dec 2009
Londons sole surviving paid-for
newspaper, The Evening Standard, is to
slash a massive 3000 outlets from its
8,500 strong retail network.
The title has seen a circulation dive from
more than 300,000 copies a day two years
ago to level out at 170,000 today.
The cuts are expected to affect newsagents
selling ten or fewer copies per day.
GOODBYE TO BULKS
The Guardian newspaper will cease issuing
bulk supplies of The Guardian to outlets such
as hotels and airports at the same time as
increasing the cover price to £1 midweek.
The Guardians News and Media Director,
Joe Clark prefers to invest in the newspaper s
subscriber scheme which encourages
customers to commit to the paper at
a discount of up to 30%. This loyalty is
achieved via vouchers, paid for in advance,
that are exchanged with newsagents, so the
promotion is designed to include the retail
trade in the success.
Retailers absolutely love vouchers
because customers have already paid for
their Guardians. They re like currency, Clark
says. Our vouchers encourage frequency of
purchase through shops.
The Times and the Sunday Times have
launched a membership scheme offering
their readers special offers and access
to exclusive events in return for a £50
The deals offer readers special offers in
their areas of interest and the chance to
attend events that often feature Times and
Sunday Times journalists.
The initiative, called Times+, is designed to
develop new revenue streams by rewarding
It also heralds a strategic shift for the
papers owner, News International, as it
looks to concentrate on making money from
regular readers rather than building as big an
audience as possible in print and online.
Rupert Murdoch, the chairman and
Chief Executive of The Times papers
ultimate parent company, News
Corporation, has already signalled his
intention to start charging for online
access to his papers journalism.
We are moving away from the traditional
model of volume in favour of developing
more direct relationships with our
customers based on their interests and
passions, he said.
Source: The Guardian
PRINT REVENUE PICKS UP
News Corp Chief Executive Rupert Murdoch
said that traditional newspaper and television
advertising markets are picking up, echoing
growing sentiment that the media industry
may rebound from steep losses.
Asked during a question and answer
session whether advertising can be migrated
back to the newspaper business from the
internet, Murdoch said, Yes, we re seeing
something of that in Australia and in the
US. It may be that internet advertising has
become something of a secular trend, but
we are seeing newspaper advertising coming
back, though not yet to its previous levels.
While some media industry watchers
say the apparent pickup in the advertising
business has more to do with comparisons
against sharp declines a year earlier than a
fundamental improvement in ad spending,
Murdoch said advertising markets are
very much better than they were four
months ago .
Asked for his view on the prospects for a
recovery in the economy, particularly in the
US, Murdoch said, I subscribe to the general
consensus, which is that we might get a little
bump now. But after that, we might be in for
a very flat time, and for a number of years.
Still, he said, it s easier to be more
optimistic about the US than for economies
like that of the UK.
It may be four years away, or three years,
but the US will bounce back. However, he
said, I ve often been right on these things,
but sometimes wrong on the timing.
He again expressed determination to start
charging internet users for access to News
Source: Kenneth Maxwell, Wall Street
CHARGING FOR CONTENT
The Age reveals that Fairfax Media is firing
one of the first shots in the new world of
charging for online content. Its new M-Book
from writer Marieke Hardy began publishing
daily for 20 consecutive weekdays on
Using Be.Interactive, Fairfax requires a text
to be sent requesting a subscription to the
M-Book and then another confirming the
purchase. There is then a charge of 55c for
each text sent. That prices the book at $11.50
with Fairfax and Be.Interactive splitting the
revenue. That s without factoring in the cost
of mobile internet so the text can be read at
the mobile site the text message directs the
subscriber to. Fairfax has sold sponsorship of
the event to Borders.
Source: Media Week
The newspaper model is changing
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