The most recent regional ABC circulation results painted a predictably downbeat picture, with only one paid-for Monday to Saturday newspaper managing to post an increase - step forward the Swindon Advertiser.
But print circulations tell only part of the story. Cities such as Manchester are proving that converged operations can point to the local newspaper of the future. MEN Media has a newsroom hub comprising ingredients including the Manchester Evening News, Metro, 20 paid-for and free weekly newspapers and Channel M TV - all designed to be more attractive to advertisers. However, the key plank in its strategy was the decision in May 2006 to give the daily paper away in the centre of Manchester, while still charging for it in the suburbs.
The Manchester Evening News posted a paid-for ABC of 81,326 copies for July to December 2007 and 98,455 actively picked up (free) copies, for a total circulation just shy of 180,000. MEN boasts that these combined figures make it the largest regional newspaper. The jury of media buyers Media Week spoke to (see page 20) was still out on whether the hybrid strategy will succeed. It works in tight-knit conurbations, but, for groups such as Northcliffe Media, with a disparate and more rural portfolio, the new model may not be appropriate.
Northcliffe's major title is the Leicester Mercury, but the city of Leicester doesn't have the same commuter and resident profile of Manchester. Manchester has a large percentage of people living in the centre of town. Leicester has a high proportion of people commuting in from relatively rural areas.
Distribution is key to making this model work. Newsagents in Manchester have been won over because they still get paid for distributing the free paper - at a lesser per-copy rate than before - but benefit from increased footfall into their shops.
Every regional newspaper group is looking closely at the Manchester model, but they will have to scrutinise and tweak their own portfolios carefully before assessing whether it is right for them to go hybrid as well.
Steve Barrett is editor of Media Week
steve.barrett@haymarket.com
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