We’re always keen to receive contributions from VB readers and thank ‘What The Papers Say’ for this submission. Ed
Sales of the County Press have dropped to an average of 35,613 a week, from a peak some five years ago of 40,000-plus. They are now at mid 1990s’ levels.
December was the worst month in 2010 at 32,692 copies sold per week. In the same month in 2009 they were 34,377. The 2010 figures could well have been hit by the snow.
Shift to tabloid hasn’t halted the slide
Not even switching from broadsheet to tabloid has halted the slide – in fact, while some have said that they find it more convenient to read, others have lamented the move.
When it went tabloid, in October 2008, sales were nearly 38,000 and the company claimed it had the ‘highest readership frequency’ of any weekly paper in the country – 92% in an average month. That claim is still made today.
All newspaper sales reducing
The County Press is not alone, however. According to the Audit Bureau of Circulations, 93% of the country’s 383 paid-for weekly newspapers saw a decline in sales in 2010. Commentators say the reasons are complex – the downturn in advertising, competition from other media and changes in people’s lifestyles are among them.
Founded in 1884, the County Press enjoyed steady growth for most of its life. It is one of the ten top-selling weekly papers in the country. It is also one of a few weekly papers not owned by a big group and its major shareholders live on the Island.
That brings significant benefits – profits stay on the Island, employees are in long-term, skilled jobs using the latest technology and the owners care about their paper, not just the money it makes.
Summary of circulation figures
County Press average weekly sales in 2010 (2009 in brackets)*
January to June 35,842 (37,026).
July to December 35,384 (36,663).
Average weekly sales 35,613 (36,845) – a loss of 1,232 copies a week on average.
*Source Audit Bureau of Circulations (23 February, 2011)
Image: Family MWR under CC BY-SA 2.0
