National newspaper circulations and their market segmentation

Although every time a new set of circulation figures is issued an enormous fuss is made about them, few of the changes are of any real significance.

Looking at Newspapers

National Newspaper Circulations and their Market Segmentation

HarryHenry

At regular quarterly intervals the Audit Bureau of Circulations issues official figures of the circulations of the national daily and Sunday newspapers. Equally regularly, those individual publications which can selectively detect some slight improvement in their positions (absolutely or competitively) boast about it in their own pages, while simultaneously columnists in the trade press pore over the latest changes with the dedication of a Roman emperor examining the entrails of a sacrificial beast – and with much the same grasp of their real significance.

Public interest in...

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