Standard holds firm against freesheets

by Kate Gibbs, Media Week 09-Nov-07, 16:00

LONDON - The Evening Standard has continued to stabilise its readership against London's freesheets, recording its second month-on-month increase since July 2005 in the latest round of ABC figures.

The Standard’s circulation rose slightly to 292,544 in October, a 0.48% rise on September’s figures and an increase of 3.77% compared with October last year.

The stabilisation has been credited to the title’s marketing push – rolling out a new website, and the contactless Eros loyalty card scheme across London.

But the paper’s average circulation for the six months to the end of October is still down 7.98% year-on-year, from 305,636 to 281,260.

Among the freesheets, thelondonpaper recorded a slight increase for the month, up 0.8% from 491,706 to 495,650. London Lite fell slightly, down 0.21% from 401,855 to 400,993.

News International’s thelondonpaper released a statement noting its distribution was up 31.3% year on year, but these figures have not yet been made available by ABC.

Metro London posted the largest increase, up 17.26% from 636,841 to 746,758. Herald AM also increased its circulation by a more modest 5.24%, from 79,163 to 83,310.