ABCs show price cuts are a winner for Scottish papers

The June ABC results were dominated by the continuing surge of The Scotsman and Scotland on Sunday, which have benefited from the decision to cut their cover prices.

The June ABC results were dominated by the continuing surge of The

Scotsman and Scotland on Sunday, which have benefited from the decision

to cut their cover prices.



Having achieved a month-on-month 19 per cent gain in May, The Scotsman

soared a further 12 per cent in June, breaking through the 100,000

barrier to hit 105,420. The paper maintained its cover price cut of 25p

throughout June.



Circulation director Rob Nevett said he expected another good result in

July, despite the Edinburgh trades holidays in the first two weeks of

the month.



Sister title Scotland on Sunday recorded a 6 per cent gain after cutting

its price from 75p to 50p for two weeks in June.



The Glasgow based Herald has so far failed to respond with a price cut

of its own but Nevett said The Herald had been offering discount

vouchers in the newspaper.



The Times was the first of the London-based nationals to cut the price

of its Scottish edition - to 20p. The Sun has also cut its price to 15p

and the Daily Mail and The Daily Express have experimented with

reductions.



The Scottish market will be even more competitive in October with the

launch of a weekday business title from Sweden’s Bonnier group.



Sport First’s sales slumped a further 19 per cent following a 20 per

cent fall in May. This came in spite of the interest generated by the

conclusion of the domestic football season, the FA Cup in May and the

Euro 2000 finals in June.



However, Sport First managing director Neil Webster claimed the losses

were expected and blamed Manchester United’s early winning of the

Carling Premiership title in April and England’s premature exit from

Euro 2000.



He anticipates sales to be up in July and is planning a major marketing

push to coincide with the start of the new football season.



Elsewhere, The Observer’s new monthly sports magazine helped the paper

add 5 per cent, or 20,000 copies, to its June sale.



There were good tidings too for News Group, with increases of 2 per cent

on The Sun and 3 per cent on the News of the World. Both newspapers

benefited from a ’Millionaire’ promotion.



This impacted on the Sunday Mirror which, after a 3.75 per cent gain in

May, slipped back 3.5 per cent in June.



Following a strong local news month in May, the Evening Standard slipped

back to April’s sales level.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content