Newspapers are better suited to Saturdays
Printed newspapers are much better suited to the slower pace of Saturdays than midweek working lives, a trend publishers have tracked for sometime but one that is only truly transparent as an industry in new ABC figures today.
Newspapers are much better read on a Saturday
The first time ABC has split out its Saturday newspaper circulation figures from weekday averages have led to significant lifts across the industry being highlighted for all but one title (Daily Star) in April.
The Guardian more than doubles its weekday circulation, from 178,000 to 377,000 copies on a Saturday. The Daily Mail also sells nearly a million more copies on a Saturday (1.7 million rising to 2.7 million).
In total, more than an additional two million newspapers are sold every Saturday to total 10.4 million, while ad pages are also boosted industry-wide by additional retail spend.
Over the last 10 years, Saturday editions have filled out to now rival the Sunday stalwarts. The Guardian's then managing director, Tim Brooks, talked to Media Week about the trend almost two years ago.
He said: "You have to keep your eye firmly on what the consumer is doing. And what the consumer is doing increasingly Monday to Friday, is losing the habit of buying a newspaper. The reasons for that are many, and they are not reversible, certainly not by an individual publisher.
"Weekends are different. People view newspaper reading at the weekend, partly at least as a reward to themselves at the end of a busy week, and they enjoy the amplitude of print at the weekend."
|Total circulation (UK & ROI) for Saturday editions|
|The Daily Telegraph||760,956||519,319|
Follow Arif Durrani on Twitter @DurraniMix
This article was first published on mediaweek.co.uk
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