The freesheet figures, which were released for the first time this morning, estimated that London Lite had an average readership of 745,000 during Q2 2007 – 32,000 ahead of thelondonpaper.
It was an impressive result for Lite given that the ABC figures for August showed Lite publishing fewer copies a day than its freesheet rival – 398,220, to thelondonpaper's 486,165.
The figures are based on a survey undertaken between January and June 2007, and were released alongside basic profile data of readers.
Associated Newspapers’ managing director of free newspapers, Steve Auckland, said the figures were a “great result”.
“Many agencies have wanted industry-recognised data for both evening titles and now they finally have it. This is the most accurate data available to date, and London Lite came out on top on the key measures,” he said.
“We have always maintained that a distribution figure of 400,000 is a responsible, realistic reflection of the demand for the product.”
A spokeswoman for thelondonpaper said it had concerns regarding the validity of the NRS headline figure, and estimated that its readership could actually be more than 100,000 readers higher than stated.
It was an impressive result for Lite given that the ABC figures for August showed Lite publishing fewer copies a day than its freesheet rival – 398,220, to thelondonpaper's 486,165.
The figures are based on a survey undertaken between January and June 2007, and were released alongside basic profile data of readers.
Associated Newspapers’ managing director of free newspapers, Steve Auckland, said the figures were a “great result”.
“Many agencies have wanted industry-recognised data for both evening titles and now they finally have it. This is the most accurate data available to date, and London Lite came out on top on the key measures,” he said.
“We have always maintained that a distribution figure of 400,000 is a responsible, realistic reflection of the demand for the product.”
A spokeswoman for thelondonpaper said it had concerns regarding the validity of the NRS headline figure, and estimated that its readership could actually be more than 100,000 readers higher than stated.
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