As daily sales dive, newspaper advertising increasingly represents poor value for money

The daily sales dive across Scotland’s Big-3 city newspapers –  the Scotsman, the Herald and the Press & Journal – has continued unabated over the first six months of this year, according to the latest audited sales figures published yesterday by ABC.

Average daily sales of the Scotsman fell by 13.2% in June 2014 – compared to the same period last year – to stand at just over 27,000. (See chart, below)

Newspapers in declineThe Herald’s daily average sales drooped by more than 8%  and even in Aberdeen – Scotland’s booming oil capital  which has almost zero unemployment –  the Press & Journal still slid to a loss of more than 5% over the 12 months to June this year.

The Scottish daily newspapers are not alone – sales of every London-based ‘UK national’ newspaper sold in Scotland are similarly declining.

These publications will be well aware of the commercial and marketing pressures facing them – as well as the as-yet unsolved problem of how to combat the speed and precision-targeting of digital media, such as Scottish Energy News.

That is up to them to solve.

But what advertisers (in both the private and public sector in Scotland) should be aware of is while traditional newspaper sales appear to be a long-term – and perhaps ultimately, terminal – downward trend – they are simply wasting too much of their shareholder’s and/or taxpayer’s money by continually paying for high-priced, low-target advertisements in media which are day by day delivering fewer sales and fewer readers in return for static, or  rising, advertising bills;

In other words, less bang for your advertising buck. Or pound.

Scotland  
Daily sales  June 2014  June 2013  %-age drop
Aberdeen – Evening Express 34,894 35,881 -2.8% 38,409 -9.2%
Aberdeen – Press & Journal 62,177 63,796 -2.5% 65,482 -5.1%
Dundee Courier & Advertiser 48,955 50,539 -3.1% 52,348 -6.5%
Edinburgh – Evening News 25,908 27,655 -6.3% 30,176 -14.1%
The Herald 37,728 38,939 -3.1% 41,030 -8.1%
The Scotsman 27,208 29,452 -7.6% 31,326 -13.2%
Source: ABC Circulation Bureau Regionals Report June 2014

 

But amid this gloom, there is some good news for all our friends in marketing.

Because Scottish Energy News  is focussed, targeted and free  (and reaches the parts that high-cost, low-value print media does not) we can help your marketing budgets not only go further, but make more impact – because our daily ‘sales’/ circulation is rising. Daily. 

But advertising rates have remained un-changed. For full value for money advertising rates, see here:

http://www.scottishenergynews.com/scottish-energy-news-doubles-readership-in-first-year-and-attracts-an-additional-8500-website-visitors-per-month-4/

Scottish Energy News: All new. All energy. All free. All the timeScottish Energy News - news, events, jobs

 

 

 

 

Pixie Energy

Pixie logo Pixie Energy is an incubator and a facilitator of strategic research and project work, focusing on energy regulation, policy and markets at the local and national level. Find out more about Pixie Energy here.

Local Energy Matters: Scotland

Local Energy Matters: Scotland is a free-to-download brochure with a focus on energy tariffs in the two Scottish electricity distribution regions, as well news on local energy and low-carbon schemes.

Previous editions can be download here.

Scottish energy market overview

You can read an overview of the Scottish energy market here.

Scottish Government energy feed