Its a first for us and the client…..we think it looks good!
In the midst of the News of the World fiasco I spoke on BBC radio and wrote in my blog about the disgust which people felt towards the title yet seemed indifferent towards News International as a whole. Early indications seemed to suggest that sales of The Sun, The Times and Sunday Times all seemed unaffected but the latest ABC’s perhaps suggest otherwise.
Clearly the shift in Sunday purchasing is the most newsworthy point. I had suggested that I thought around 1.5 – 2m of the News of the World circulation would shift and that was a fairly good guess with the ABC figures suggesting a 1.6m increase in sales across Sunday titles that can be allocated to the demise of the News of the World.
The big winners in growth were the Daily Star on Sunday, growing by a massive 90% off the back of a robust and high presence TV campaign (to 703,631), the Sunday Mirror which saw 55% growth (to 1.7m) and The People up 50% (to 806,544)
The other winners were Sunday Mail (up 5.86% to 411,755), Sunday Express (14% to 648,806) and Mail on Sunday (15% to 2.255m)
So what of News International titles….?
The Sunday Times suffered the biggest decline of the qualities dropping by 7% to under 1m and The Times saw a decline of 12%, again much bigger than the Telegraph at 6.5% and still worse than the FT at 11%. Finally, the Sun suffered a decline of 7%, greater than the Mirror but surprisingly not as bad as the Star (16% decline).
So that does seem to suggest that this has had a wider implication on the News International portfolio of titles and whilst the dust seems to be settling there are still answers to be found and truths to be told. I dont expect News Internationals troubles to be over just yet!