While The Times has seen its year-on-year circulation figure rise after adding a tabloid edition to complement its broadsheet, the latest set of figures published by the Audit Bureau of Circulation show that its circulation for May dipped by 0.4% compared with the previous month. It now has an ABC figure of 652,264, lagging behind The Daily Telegraph, which had a circulation of 908,265 in April.
The new advertising campaign will use the strapline: "Choosing which newspaper to advertise in is now as easy as ABC". It will appear in trade titles read by advertisers such as Marketing, published by Haymarket.
Mike Gordon, commercial director at Times Newspapers, said: "The May ABCs show that more and more readers are coming to The Times and we are delighted with the figures. Unlike most other newspapers, TNL continues to innovate and to invest in its product to ensure that our advertisers can reach the best audience in the world."
The rollout of the compact nationally is being done against the backdrop of a wave of editorial cost-cutting, with fears of a job cull at the newspaper that could see 30 editorial positions disappear in a bid to keep spiralling costs down. Last week, it was revealed that high-profile media editor Ray Snoddy would be leaving the newspaper.
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