‘Why i? - It’s all in the ABCs’

The latest paper circulation figures for January have been released in the last few days. As we all know the national press has had a turbulent time over the past year and in particular with the News of The World closing there was much speculation as to where all that paper’s readers would go.

At least for now it seems the dust is starting to settle with the Sunday Mirror absorbing a large number of those left seeking an alternative to their Sunday spread. Figures show the Sunday Mirror has enjoyed an almost 36% year on year increase in circulation of approximately 700,000.

A big question is where have all the others readers gone? The News of The World closed with 2.6million loyal followers, which means that there should be a huge opportunity for the Sundays. However, even the Sunday Express only managed to take over a small proportion of this with a 100,000 increase in sales which seems to indicate there are a lot of people who simply don’t want to buy and read a Sunday paper anymore.

This raises some other questions. With the scandal at The Sun on-going, will people start to turn their backs on brands they’ve remained loyal to years? Will they choose a different medium to absorb the daily headlines or are people simply not that interested in the world around them anymore?

The January circulation figures show that there is only one daily paper to see a marked increase - the i. The i being the sister paper of the Independent, aimed at readers and lapsed readers of all ages, and commuters with limited time, launched on 26th October 2010. This is another strong month for the i backed by a considerable spend on TV which has resulted in a 40% year on year increase and improvements in circulation every month. The i sells for only 20 pence, 30% cheaper than The Sun and 80% cheaper than The Times. Therefore it appears the formula is right, a quick, quality read at an affordable price.

What will be interesting is how other titles react? There are rumours circulating that The Sun may launch a new Sunday alternative and will some of the other Daily papers follow the same route of producing a low cost alternative like the I? It remains to be seen…

*ABC- Audit Bureau of Circulations

Life Begins at 40 for The Sun

Along with millions of others I celebrated The Sun’s milestone anniversary: 40 years.

Having worked in media for nearly 35 years The Sun has been a remarkable constant in my working life. As a wet-behind-the-ears media buyer working on Hotpoint I remember the verbal assaults you received from the wild bunch at the Currant Bun, if you dared not to give them at the very least space parity with the Mirror.

I knew my career was on the up when the then ad manager Mike Moore complained to Chris Ingram about my unreasonableness and bloody mindedness. Result, a £50 spot bonus!

The Sun has fared pretty well over the last 40 years. It’s developed from a rude red top into a testimony of what makes Britain tick.

Its ability to muster public opinion is remarkable, from Guardian-esque environmental causes such as forcing Starbucks to turn off its taps, to deliciously spiteful barracking of hapless England football managers.

Iconic is an over-used expression but in the case of The Sun , especially relating to some of its headlines, it fits. Everyone has a favourite headline: mine is that gloriously succinct anti-Europe sentiment, “Up Yours, Delors”. Priceless.

In commercial terms, The Sun has maintained and enhanced its position as a major media force compared not to just other press titles but to the likes of Google and MSN. The well-trodden media fact that The Sun is read by more AB readers than The Times has even more validity, standing at 932,000. What’s more The Sun's persona has been successfully transferred to new media.

Love it or hate it The Sun just can’t be ignored. And long may it continue for the next 40 years!

Ian Prager, Planning Director