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Dailies reduce bulk sales and discounted copies

The latest regional newspaper circulation figures are being seen as a truer indication of sales with the industry reducing bulk sales and the number of discounted copies.

Evening newspaper titles have been proactive in reducing bulk figures, which was partly responsible for the sector’s overall circulation decline.

They showed an actively purchased figure of 97.34 per cent compared with 96.24 per cent for the same period in 2000.

The Carlisle News & Star led the evening titles in terms of growth of +4.23 per cent and boasted a 100 per cent actively purchased figure, and 99.9 per cent for full rate sales.

The title says it has successfully retained the new readers it attracted while it was covering the foot and mouth outbreak early last year.

Editor Keith Sutton said: “They obviously liked what they saw. We are producing more dramatic front pages, more in depth features and have got the readers more involved through an expanded letters page and vox pops.”

Other strong performances were recorded by the Guernsey Evening Press & Star (+1.12 per cent) and the Lancashire Evening Post (+0.78 per cent). The Belfast Telegraph (+0.51 per cent) changed its news agenda to focus on more positive stories to reflect the mood of the region and had also launched a London edition.

The Evening Standard (circulation 402,233) and the Wolverhampton-based Express and Star (172,476) are the biggest selling regional evening newspaper titles.

Two of the 17 morning titles increased circulation. The Paisley Daily Express (+3.15 per cent) and the Western Daily Press, Bristol, (+0.84 per cent) both increased sales and were 100 per cent actively purchased.

Western Daily Press editor Terry Manners said the increase was due to a complete redesign and changes to editorial, with new columnists and a glossy new lifestyle and culture sections.

The Daily Record remains the biggest selling morning newspaper title with a circulation of 565,865.

Check on the up-to-date evening paper circulation data here.

Click for more news on weeklies.

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©NEP 2000