Lite the winner - Read All About It
Posted in Media, Branwell Johnson, Latest reporters' blogs September 13th, 2007 by Branwell Johnson
Well there’s a result – London Lite beats thelondonpaper on readership despite the latter having a much higher circulation. Statistics still have the ability to surprise.
The statistics in question are from the National Readership Survey and that body’s stats are often slammed for being distorted or lagging far behind the current situation. But in this case I suspect the NRS has made sure its figures are as accurate as possible – this is because the measurement body was forced to postpone details on readership for the two London papers in July after the embarrassing revelation it had only interviewed a handful of people
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But the news Associated’s free sheet is being read by more people that News International’s is a revelation and it will be interesting to see how the latter responds. In the war of words twixt the two News Int has stressed its wider circulation – it’s heartening in a way to know that it’s not just the number of purple-jacketed bodies on the pavement that counts.
Do the results reflect a quality difference between the two papers? Maybe. Associated already had experience at a free sheet with Metro and some of the same team has been involved in London Lite. If anyone, they should know what commuters want.
Thelondonpaper was no doubt researched thoroughly – but maybe they didn’t listen to what was said (yes, I know someone who was in one such focus group for the paper). I expect NI to come battling back with some stats of its own but maybe we’ll soon see some subtle rejigging of the newspaper’s elements.
To read the related news story go to mad.co.uk
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namrita’s comment is....
It’s not a surprise that new stats have revealed that just because Thelondonpaper has a higher circulation doesn’t necessarily mean it has a wider readershiop. Frankly I really have to question whether the average person on the street really knows the difference between the two papers! They pretty much cover the same stuff - mindless ‘news’ that doesn’t require much thought. when I’m marching down the street to my tube station and a free paper is shoved in my face, I often don’t know or care which one it is and certainly don’t go out of my way to get one or the other.
Posted September 13th, 2007 at 1:46 pm
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