Interesting to look at current circulation figures for the leading national newspapers in the UK:<\/p>\n
Dailies<\/strong> Sunday papers<\/strong> Pretty much all are down on what they were a few years back.<\/p>\n What’s the future for newspapers? The current model isn’t really working, because of the impact of digital media. The Internet has come from nowhere in a very short space of time, and it’s hardly surprising that the newspaper industry has taken some time to adjust to it.<\/p>\n So we have a situation where there is reduced demand for physical papers, there is reduced advertising revenue, and there are still the same number of players. The obvious conclusion is that there will be casualties, and that not all can survive. But if you are a newspaper owner, you don’t want to be one of those, and you’ll fight to make your paper profitable.<\/p>\n Printing and distrubuting physical copies of newspapers is really expensive. But going fully digital would be an admission of defeat, and would likely spell the end of your newspaper brand. It would lose too much brand equity.<\/p>\n In light of lower revenues, stripping out costs is\u00a0essential, but if you strip out too much on the editorial side then you could also damage the brand if the quality of the paper’s content decreases.<\/p>\n From my perspective, the only route to long-term safety is brand extension, using the wide exposure of the newspaper to help create a media brand that involves more than just delivering news. News is cheap and people are saturated with it. Newspaper brands (some of them, at least) are powerful and have incredible visibility. Newspaper owners need to be smart enough to build these brands in sensible, creative ways to extend them beyond the now unprofitable activity of delivering news.<\/p>\n And finally, an interesting question. If you were a wine writer, which paper would you most like to have a column in?\u00a0The one with the largest circulation? Maybe.\u00a0Perhaps, though, you’d want to be in the paper with the largest circulation among\u00a0people who might have an interest in reading about wine.<\/p>\n","protected":false},"excerpt":{"rendered":" Interesting to look at current circulation figures for the leading national newspapers in the UK: Dailies The Sun 2,751,219 Daily Mail 2,011,283 Daily Mirror 1,122,563 The Daily Telegraph 596,180 Daily…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4351","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/posts\/4351","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/comments?post=4351"}],"version-history":[{"count":4,"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/posts\/4351\/revisions"}],"predecessor-version":[{"id":4357,"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/posts\/4351\/revisions\/4357"}],"wp:attachment":[{"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/media?parent=4351"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/categories?post=4351"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wineanorak.com:\/wineblog\/wp-json\/wp\/v2\/tags?post=4351"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nThe Sun 2,751,219
\nDaily Mail 2,011,283
\nDaily Mirror 1,122,563
\nThe Daily Telegraph 596,180
\nDaily Express 586,707
\nThe Times 405,113
\nFinancial Times 319,757
\nThe Guardian 229,753
\ni 243,321
\nThe Independent 117,084<\/p>\n
\nThe Mail on Sunday 1,921,010
\nSunday Mirror 1,753,202
\nThe Sunday Times 967,975
\nThe People 770,772
\nDaily Star Sunday 644,804
\nSunday Express 607,894
\nThe Sunday Telegraph 461,772
\nThe Observer 264,321
\nIndependent on Sunday 124,428<\/p>\n