Evening Standard circulation expected to slump 20%

LONDON - The London Evening Standard is expected to post a circulation decline of more than 20% in May, when final Audit Bureau of Circulations figures for national newspapers are disclosed this Friday (5 June).

Evening Standard circulation expected to slump 20%

However, the Alexander Lebedev-controlled newspaper is expected to contest the value of the figure.

It will claim that its overall distribution - which includes full paid-for sales, bulks and the copies it has started handing out in key London locations - has gone up, from 263,292 in April to 266,481 in May.  

The Standard also argues that the anticipated ABC audited figure of 210,000 does not factor in its new varied pricing model and the 850,000 free copies it claimed to have distributed on its relaunch date of 11 May. It will also argue that paid-for sales have gone up by 4.5% since the relaunch of the title.

The paper has overhauled its distribution model to meet the challenge of the competing London free newspapers and has introduced a tiered pricing model, including distributing free copies outside areas such as Cannon Street after 7pm and discounted copies in other parts of the capital.

The Standard is expected to disclose a headline figure of around 210,000 in May, which will include a big reduction in bulk copies - heavily discounted multiple copy sales that are given away free by airlines, hotels and train companies - from around 120,000 to 70,000.

It is looking to reduce airline bulks and move to City-focused free distribution in the capital, following discussions with media agencies, as it believes readers in the capital are more responsive than those travelling abroad.

The paper is understood to be close to getting approval from the ABC to switch its status from a national to regional newspaper, which will mean that it will then be able to claim for its free, non-bulk issues in its headline ABC figure.

The London Evening Standard declined to comment.

 

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