National newspapers are countering the decline in print readership by continuing to grow online audiences, new circulation figures show.The Audit Bureau of Circulations (ABC) has released the group product reports for July, listing the online and print audiences of newspapers side by side.
The figures show that online audiences for some titles now dwarf those of print. In July, for example, The Guardian had an average daily circulation of 362,309 and its Sunday sister title The Observer had an average weekly circulation of 445,162. Meanwhile, Guardian Unlimited drew an average of 830,361 unique visitors every day – a whopping 16,058,979 over the month.
The Mail Online was in second place with 11,865,039 unique visitors over the month, followed by Times Online with 10,536,915, the Sun Online with 9,435,509 and Telegraph.co.uk with 8,992,526.
One glimmer of hope for printers is that much of the online growth is coming from overseas rather than replacing newsstand sales in the UK.
Only 50,541, or fewer than one in seven, of the printed copies of The Guardian were sold outside the UK, but the UK only accounted for 37% of page impressions on Guardian Unlimited.
The most recent newspaper ABCs showed steady falls in circulation across the entire paid-for market, with freesheets posting the only upbeat figures.
One positive development is that many newspapers have introduced free editions, bolstering the amount of newsprint overall. The Daily Record in Scotland had paid circulation of 405,036, but nearly 20,000 extra copies were distributed to evening commuters in Aberdeen, Dundee, Edinburgh and Glasgow.
Source: printweek
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