Independent revamp fails to impress

The Independent has failed to hang on to the extra circulation it gained after its September revamp, according to the latest round of sales figures from the Audit Bureau of Circulations.

The Independent has failed to hang on to the extra circulation it

gained after its September revamp, according to the latest round of

sales figures from the Audit Bureau of Circulations.



The title’s circulation in November fell more than 3 per cent on its

October sale to 256,840, its lowest point since June. Its publisher,

Newspaper Publishing, submitted seven exclusion days - when sales are

not counted because of distribution difficulties beyond the publisher’s

control - during the month. None of the paper’s rivals submitted any

exclusion days.



Andrew Marr, the editor of the Independent who instigated the new look,

had hoped to broaden the newspaper’s readership and bring in readers,

but the controversial design appears to have alienated existing readers

while not attracting new ones.



The picture for the Independent on Sunday’s circulation is also bleak,

with a fall of just under 5 per cent in November to 291,102.



Tim McCloskey, deputy managing director of BMP Optimum, said: ’The

evidence is that when they promote the Independent, they can increase

its sales.



But they haven’t got the resources to do that ad infinitum.’



The figures also show the tabloid market is struggling, with overall

circulation down by just under 2 per cent month on month, and just over

4 per cent year on year.



The tabloid market leader, the Sun, has fallen to 3,691,306, down 1.54

per cent on October and almost 5 per cent year on year, sparking

speculation that its owner, Rupert Murdoch, will cut the price, as he

did the last time sales dipped to this level.



Tim Kirkman, the director of press at TMD Carat, said: ’There is

definitely room for price elasticity in the popular market.’



The Mirror, almost a year on from its overhaul, is down just under 2 per

cent on last month, and 3.2 per cent year on year.



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