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ABCs: MEN trebles audience to top regional website table

The UK’s most read regional newspaper website also experienced the highest percentage increase in unique users in the second half of 2014, according to the latest ABC figures.

Today’s statistics for the period July to December 2014 reveal the Manchester Evening News website had an average of 414,810 daily unique users – a year-on-year increase of 194.3pc.

Fellow Trinity Mirror title the Newcastle Chronicle posted the next highest increase with 155,831 average daily users – up 173.3pc –  followed by the Teesside Evening Gazette whose 116.8pc rise gave it a daily audience of 72,230.

In terms of the highest number of browsers after the MEN, the Liverpool Echo placed second with 264,693 and scotsman.com third with its audience of 182,499 up 33.0pc on the previous year.

The MEN's website has been revealed as the highest performing in the latest ABC figures

The MEN’s website has been revealed as the highest performing in the latest ABC figures

Of the main newspaper publishers, Trinity Mirror’s regional network saw the largest increase overall at 112.9pc, with an average 1,403,930 daily visitors to the group’s sites.

David Higgerson, digital publishing director for TM’s regional brands, said: “The growth reported here shows the impact taking a digital first approach to content is having across our regional newsrooms.

“This latest growth comes on top of significant growth in 2014 v 2013. We are seeing substantial growth on mobile, as is to be expected, but also growth on our desktop sites too.

“The increasing use of digital analytics to inform and determine content decisions is helping us deliver more of the content people want, when they want it, especially among local users.”

Newsquest’s overall audience figure of 1,099,427 represented a 50.3pc year-on-year increase, while a 69.5pc rise for Local World put its daily online readership at 1,054,478.

A total of 950,679 unique daily users visited Johnston Press websites, a percentage increase of 32.7pc.

Commenting on Local World’s results, digital director Matt Kelly said:  “This strong growth in browsers represents just one facet of how we are increasing in value to our audiences and advertisers.

“Our total focus is to continue growing as a meaningful part of people’s lives – emulating in digital what we have always managed in print; genuine relevance in the communities we serve.”

Mark Smith, Newsquest’s digital director said: “Coming on top of 46pc growth in the first half of 2014 we’re delighted with the results we’re seeing. It’s a vindication of the investment we’re making in our digital team and products and the increasing focus our editorial teams are placing on digital across the UK.

“We’re seeing a lot of growth from mobile devices, particularly smartphones, but desktop audiences are still increasing too. We expect to see more growth as we continue to develop our products and content in 2015. ”

Figures provided for other regional publishers include the Midland News Association network’s 140,367 unique daily users (a 32pc rise), and the KM Group’s Kent Online network at 87,459 (a 78.4pc boost).

KM Group editorial director Ian Carter said: “This huge leap in audience is a credit to everyone who contributes to KentOnline, be that our journalists, advertising staff or technical team.

“KOL is firmly establishing itself as the first port of call for anyone interested in news, sport or entertainment in Kent.

“It is important we continue to develop KentOnline to ensure our audience continues to grow. We are rapidly expanding our video content and have just relaunched our entertainment platform.”

The full list of audience figures for newspaper online platforms and group-wide networks is as follows:

Total Y-on-Y %
Manchester Evening News 414,810 194.3
Newcastle Chronicle 155,831 173.3
Teesside Gazette 72,230 116.8
Daily Post, North Wales 42,343 116
Liverpool Echo 264,693 113.1
Trinity Mirror Regional Network 1,403,930 112.9
Birmingham Mail 145,840 111.8
Wales Online 178,382 108.7
Huddersfield Daily Examiner 38,818 96.1
Scunthorpe Telegraph 23,853 95.6
South Wales Evening Post 48,943 93.7
theboltonnews.co.uk 49,050 91
Stoke Sentinel 61,362 88.1
Plymouth Herald 58,872 85
Kent Online 87,459 78.4
Bristol Post 70,636 74.5
Local World Network 1,054,478 69.5
Sunderlandecho.com 40,822 67.9
Derby Telegraph 56,310 67.1
Coventry Telegraph 43,420 60.5
Hull Daily Mail 74,123 58.4
dailyecho.co.uk 64,063 56.5
Newsquest Media Group 1,099,427 50.3
newsshopper.co.uk 29,158 49.4
Leicester Mercury 55,534 49.1
thenorthernecho.co.uk 50,145 47.5
Blackpoolgazette.co.uk 31,163 47.1
thetelegraphandargus.co.uk 50,528 46.2
Grimsby Telegraph 34,230 46
eveningtimes.co.uk 35,791 45.6
lancashiretelegraph.co.uk 40,272 43.5
Shropshirestar.com 42,389 42.8
Oxfordmail.co.uk 27,389 42.5
Yorkshireeveningpost.co.uk 64,587 39.8
heraldscotland.com 96,361 38.8
theargus.co.uk 46,747 38
Evening Standard 272,480 37.7
Thestar.co.uk 51,524 37
Portsmouth.co.uk 40,549 36.3
Lincolnshire Echo 24,858 35.6
Scotsman.com 182,499 33.9
Johnston Press Network 950,679 32.7
Midland News Association Network 140,367 32
thepress.co.uk 39,670 31
Yorkshirepost.co.uk 29,343 29.6
Expressandstar.com 102,921 28.3
LEP.co.uk 23,683 20.1
Cambridge News (Web) 39,281 20
Swindonadvertiser.co.uk 25,249 20
Halifaxcourier.co.uk 13,762 16.9
Nottingham Post (Web) 58,572 16.5
Peterboroughtoday.co.uk 18,717 12.7
Gloucester Citizen/Gloucestershire Echo 27,953 2.1
The Journal 12,685 -6.9
www.jobstoday.co.uk 30,905 -15.6
Cambridge Times 2,614
Comet 7,886
East Anglian Daily Times 18,246
Eastern Daily Press 43,571
Great Yarmouth Mercury 7,048
Hunts Post 4,337
Ipswich Star 15,797
Kent on Sunday 2,603
Lowestoft Journal 4,122
North Norfolk News 2,385
Norwich Evening News 10,887
The Herts Advertiser 2,980
Welwyn Hatfield Times 7,448
Wisbech Standard 3,209
Wow247 10,468

4 comments

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  • February 25, 2015 at 3:04 pm
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    Great news for Regional Newsbrands – but when will people learn that unique daily users relates to unique browsers – this is not audience data. Unique browser data is not a de-duplicated figure and the same person viewing the site could be counted multiple times using separate devices.

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  • February 25, 2015 at 6:06 pm
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    @preachthereach this may be the case but nor does it take into account multiple users on the same device or IP. How often are we quoted print readership numbers based on complete guess work? At least these are actual visits. These results, especially from the TM titles, are superb and should not be diminished.

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  • February 25, 2015 at 6:57 pm
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    Could be just a coincidence however there appears to be a huge increase in the number of URL’s pumped out hourly be TM sites, largy by ‘creative content writers’ – can’t knock success though…

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  • February 26, 2015 at 11:48 am
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    RE: Clickbait – is it good that there is traffic volume, is that what local advertisers are paying for?

    There was an interesting tweet from marmite ex-TM digital bod https://twitter.com/malcolmcoles/status/562032563846651904 explaining how such generic traffic was/is captured.

    Is there value in that? Will people who advertise on a local / regional level want to pay for such poorly targeted eyeballs?

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