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Circulation figures 'only part of the story', says weeklies boss

Today’s ABC results should be seen as only part of the story, according to Simon Irwin, the editorial director of the Kent Messenger Group.

His group publishes the UK’s biggest-selling weekly paper, the Kent messenger, and he told HoldtheFrontPage that he still felt tradaitional circulation figures were important.

But the group also publishes a number of free titles and websites and owns several radio stations, and he said that in the multi-platform world of expanding media, a matrix was needed to tie all the audiences of these products together.

He said: “Circulation is still important – it measures how many papers you have sold.

“Is readership an important measure also? Yes – it always has been.

“But it’s too early to wave goodbye to the ABCs.”

He added: “We can say they are less important, but it’s who uses them – our commercial colleagues and the people buying adverts.

“We at the Kent Mesenger Group try to offer advertisers a way of reaching audiences through a range of media, be it paid-for or free papers, Internet and radio.

“The point is that these days you don’t take circulation figures on their own – they are part of the story.

“That’s the message the industry needs to get across.”

See also:

  • Headline figures for the regional press ABC results
  • ABCs remain ‘vitally important’ in judging effectiveness – editor