Media / Talk of the Trade: Regional rally
Tuesday 25 October 1994
Circulation figures for the first half of the year show a fall in 87 out of 103 titles, and last month the National Readership Survey recorded a 7 per cent year-on-year decline in the readership of regional dailies.
Price-cutting adds a further burden to a sector in continuing decline. All this helps to explain why next weekend's annual conference of the Guild of Editors promises to be a sombre affair.
The Newspaper Society, which represents regional and local publishers, says nine out of 10 adults read a regional newspaper, compared with the six out of 10 who read national titles. On average, nearly a third of those who read regional papers buy no other daily. In parts of Scotland, that proportion climbs to a half.
The society has now commissioned two pieces of research to assess the effect of the price cuts. Roger Holland, the society's head of marketing, says: 'So far we are finding very little impact.'
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