Modelling circulation slippage - why the decline? And how titles buck the trend

Philip Preston

Describes a study by the Henley Centre for Forecasting for the Newspaper Society, exploring why regional daily and paid weekly sales have been dropping for some years.

Modelling circulation slippage

Why the decline? And how titles buck the trend

Philip Preston

Regional daily and paid weekly sales have been dropping for some years. If less severe than the nationals' losses, the trend is worrying. New modelling work by the Henley Centre for Forecasting, described here, has quantified the key factors seemingly at work, ending much speculation and perhaps exploding some popular industry misconceptions. Price relationships, social change, the recession and increased affluence are examined. A second phase of the study has identified the marketing and editorial qualities that enable many titles to enjoy dynamic long-term...

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