You may have heard that newspapers, the printed things you can pick up and hold, are going out of fashion.
So you’ll be surprised to hear that our newspapers have a growing circulation. That’s right. Their total circulation has gone up every month for 7 years, from 1,000 copies back in October 2010 to over 9,500 by January 2018.
This is exceptional. The circulation of our rivals has been plummeting. The Western Gazette had a circulation of 30,000 plus just 5 years ago. Today it is 15,111 (according to the December 2016 ABC certificate) barely half what it was. The Langport and Somerton edition of the Western Gazette has barely 1,550 readers (according to the same ABC certificate).
This is because of the internet.
Or is it?
It is everything to do with content and only partly to do with the internet. If you produce a paper with tabloid journalism, big headlines and pictures and soundbite articles then what is the point. The internet does each of those things so much better.
Which is why we don’t do that. We produce in depth articles, we produce material that people can read. We don’t believe that local people are stupid, we don’t feel we need to patronise them. We treat them with respect and give them material to read, debate and agree or disagree with.
Could this be why our circulation keeps going up?
It is certainly a good reason why our newspapers offer a safer home for your advertising spend!