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Audience grows despite circulation decline at Trinity Mirror dailies

ABClogo-e1424873874120The number of readers of Trinity Mirror’s English regional titles rose in May, despite an almost universal decline in print circulation.

The latest ABCe figures, published yesterday, reveal increases across the board in daily average unique browsers on the company’s websites in England which outweighed the decraeases in print sales.

The biggest month-on-month change in terms of website users in May came for the Teesside Gazette, which recorded an average of 100,883 unique daily browsers (a 26.2pc rise on April) despite print circulation falling to 25,228 (-1.2pc).

The Manchester Evening News, the only title to see an increase in circulation during the month, had the largest number of daily average unique browsers on its website overall at 620,275 (a 24.5pc increase).

However in Wales, the average number of users on Trinity Mirror’s Wales Online site – which incorporates its South Wales Echo, Western Mail and Wales on Sunday print titles – declined to 220,597 (-0.4pc).

The full figures can be seen here.


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  • June 19, 2015 at 8:02 am

    Can’t beat them average daily unique browsers!

    You could have the entire Chinese army passing through your shop, makes no odds if they don’t buy anything. I’d rather have the Golden Girls walk through and buy some spoons and a muffin.

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  • June 19, 2015 at 8:10 am

    I’ll get the Trinity Mirror bunting out.

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  • June 19, 2015 at 9:53 am

    Spot on Jeff Jones. You could have a million ‘unique browsers’ but they aren’t paying a brass farthing for what they’re reading, so they’re less valuable than one person buying an actual copy of the paper.

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  • June 19, 2015 at 10:17 am

    Google this for your local Trinity Mirror title, and variations on the theme…. “when is” OR “What time is”

    Interestingly a former TM ‘guru’ tweeted about such things, “What time is fa / league cup final posts used to out traffic everything about the actual games.”

    Mr Coles has now moved to the Telegraph, which has just seen over 100m uniques for the first time. “when is” OR “What time is”

    Perhaps people should be looking at who these uniques and visitors are, rather than pure large numbers.

    Does an advertiser in the north east pointing people to his/her local shop want eyeballs from some random cornish bloke googling to find out when the grand prix is on eating through their CPM budget?

    Does anyone care? Does it matter?

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  • June 19, 2015 at 7:26 pm

    Anyone can build an audience – an expert can build a community.

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