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In the weeks since the News of the World closed its doors for the last time, the Sunday tabloid’s competitors have been competing tooth and nail for the readers of its 2.7 million copies. TV campaigns, direct mail pieces, price reductions and reader giveaways have all been deployed to entice the discerning readers of the former red top to a new regular read. As the dust begins to settle, now seems a reasonable time to take stock of the resulting changes to circulation. The Sunday Mirror grew its circulation 64% month on month July to August. The People’s circulation grew 70% over the same period, while the Daily Star Sunday has been the clear winner, having grown by an impressive 160%, from 300k to 780k copies.
Captain Kickback says: “Some of these papers have yet to end their temporary price reductions. The UK’s print media landscape is changed irrevocably, clearly, but there may still be some bounceback here as prices return to normal and the promotional campaigns come to an end. In many cases advertising costs have yet to catch up with the growth in readers. This won’t last long, but in the meantime there are some bargains to be had.”
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