Advertisers pay through the nose despite steep decline in sales of Scottish daily newspapers

Average daily sales of all four main city daily newspapers in Scotland (and their Sunday stable-mates) have dropped – again – over last year.

This is important for a number of reasons – not least because energy companies who publish recruitment advertisements in these publications are paying through the nose for a declining number of readers/ viewers.

And if the sales rates charged by these publications have not fallen in line with the decline in their circulations, advertisers are being rooked even more unfairly.

According to the Audit Bureau of Circulation figures, the average daily sales in 2016 compared to 2015 is as follows:

  • Aberdeen Press and Journal                  51,880 (down by 8.1%)
  • Dundee Courier                                   39,324 (down by 8.6%
  • Glasgow Herald                                   28,872 (down by 10.2%)
  • The Scotsman                                     19,449 (down by 14.5%)

The average daily ‘sales’ figure for The Scotsman includes some 2,500 copies given away to hotels and airports at heavily discounted prices.

The Scotsman is seen by many in the Scottish newspaper industry as being the title most likely to abandon print-publication.

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