Thelondonpaper holds lead over rival as Standard slips

LONDON - News International's thelondonpaper has maintained its strong lead over arch-rival Associated's London Lite in the latest ABC circulation figures for July, while the Evening Standard continued to struggle against its freesheet rivals.

Thelondonpaper edged up 0.82% to push it back through the 500,000 barrier to 500,563, while London Lite increased by 3.12% to 400,571 having posted its lowest ever figure in June since it launched last autumn.

The figures mean that thelondonpaper maintains a solid 100,000-strong circulation lead over its closest rival, in a battle that has involved spoiler campaigns over freesheet distribution methods.

The Evening Standard stalled, dropping by a marginal 0.38% to 275,186. The Veronica Wadley-edited title is now down 15.62% year-on-year, but has been recovering gradually since March, when it hovered at around 266,000.

Ian Clark, general manager of thelondonpaper, said: "The free newspapers are clearly giving Londoners what they want, so it's no surprise to see 27% fewer people buying the Standard compared with last year."

City AM, which broke through the 100,000 barrier for the first time in April this year, had a sluggish July, falling 7.13% to 93,321. The title claims to have expected the results, having reduced its distribution in the capital to counter the exodus of city workers over the summer break.

The newspaper, which recently penned a 12-month contract with iCD Research to track online readership, said its decision to restrict circulation was in anticipation of a lower potential readership and audience for advertisers.

In a statement, City AM said: "This is part of a modern, pragmatic business model which reflects the behaviour of its readers by lowering distribution as city workers take their summer holidays. Growth will pick up again in September."

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