Editoria

06 febbraio 2015 | 17:03

I tabloid ‘red-tops’ sono in crisi, le vendite calano due volte più rapidamente dei rivali. A denunciarlo una ricerca Abc

I ‘red-tops’ tabloid, i giornali con la testata in rosso come Daily Mirror e Daily Star, starebbero perdendo lettori due volte più rapidamente dei concorrenti ‘black’ tipo Daily Express e Daily Mail. Il trend sarebbe ormai consolidato, come riporta il Guardian infatti l’emorragia di lettori si attesta su percentuali a doppia cifra per i tabloid in rosso, mentre le testate ‘di qualità’ (di cui fanno parte secondo Abc tra gli altri il Times, il Guardian e l’Indipendent ) limitano i danni con valori compresi tra il 5 e il 6%.

Di seguito riportiamo l’articolo originale del Guardian:

Daily red-tops lose sales faster than their up-market rivals

Latest ABC figures show slight acceleration in the rate of the newsprint market declinePapers
Newspaper sales of the daily red-top tabloids are declining twice as fast as both the middle-market and up-market titles, according to the latest set of ABC figures. The Sun, Daily Star and Daily Mirror together sold 10% fewer copies in January this year compared to the same month in 2014. By contrast, the Daily Mail and Daily Express were down 5.9% and the six papers (designated by ABC as quality titles) – the Times, Guardian, Independent, i, Financial Times and Daily Telegraph – sold 5.6% fewer than a year ago. The picture for Sunday national newspapers is just a little different. The red-tops were down by 11%, with the middle-market pair down 7.7% and the qualities off by 6%.

This trend has been evident for some time. A year ago, the daily red-top trio were jointly selling an average of almost 4m; now they are close to 3.5m. And the Daily Mirror is becoming more reliant on bulks. Last January, it used 30,000. This January, it rose to 45,000.

As always happens, January witnesses circulation increases over December. But the monthly gains for most titles were very modest indeed. The Sun, boosted by its cheap holidays offer, did best of all, recording a 4.57% rise (and, incidentally, we must wait until next month to assess the effect of its dropping Page 3). The Guardian also enjoyed a creditable 4.24% monthly increase, but its year-on-year drop of 10.83% was the worst among the daily qualities. The Independent’s 7.9% year-on-year fall is in line with its performance for the last couple of years. But its once bouncy little sister, i, appears also to have gone into reverse since its price hike. It sold 6% fewer copies in January than it did the year before.

The Times, the only paper to add sales in the course of the year, is edging towards 400,000 (including more than 20,000 bulks). It was up 1.5% month-on-month and up 3.2% year-on-year. By contrast, the Telegraph was down by more than 9%. Among the Sunday titles, the worst-performing quality title was the Observer, down 12% on the year, with the Sunday Telegraph not far behind with a loss of more than 11%. The Sunday Times has managed to peg back its year-on-year loss to less than 2%.

The big losers were the Daily Star Sunday, down more than 14%, and the Sun on Sunday, down more than 12% despite a creditable monthly improvement of more than 5%, again boosted by the paper’s ever-successful holidays’ offers. The Sunday People was down 10.6%, and the Sunday Mirror down 7.5%, as were the Mail on Sunday and Sunday Express.

But, of course, this story of newsprint decline requires the now-usual health warning. There is a clear switch of readers away from newsprint to online platforms. Websites, or at least the ones that are independently audited, show continued audience rises. The overall year-on-year market decline for the printed versions of newspapers is running at about 8% for dailies, which together sold 7,110,862 copies in January, and 9% for the Sundays (latest total: 6,398,900).

Looking back 12 months, I discover that the market decline was then about 6% for the dailies and 8.5% for the Sundays. It does suggest therefore a slight acceleration in the rate of decrease.