Newspapers are better suited to Saturdays

Printed newspapers are much better suited to the slower pace of Saturdays than midweek working lives, a trend publishers have tracked for sometime but one that is only truly transparent as an industry in new ABC figures today.

Newspapers are much better read on a Saturday
Newspapers are much better read on a Saturday

The first time ABC has split out its Saturday newspaper circulation figures from weekday averages have led to significant lifts across the industry being highlighted for all but one title (Daily Star) in April.

The Guardian more than doubles its weekday circulation, from 178,000 to 377,000 copies on a Saturday. The Daily Mail also sells nearly a million more copies on a Saturday (1.7 million rising to 2.7 million).

In total, more than an additional two million newspapers are sold every Saturday to total 10.4 million, while ad pages are also boosted industry-wide by additional retail spend. 

Over the last 10 years, Saturday editions have filled out to now rival the Sunday stalwarts. The Guardian's then managing director, Tim Brooks, talked to Media Week about the trend almost two years ago.

He said: "You have to keep your eye firmly on what the consumer is doing. And what the consumer is doing increasingly Monday to Friday, is losing the habit of buying a newspaper. The reasons for that are many, and they are not reversible, certainly not by an individual publisher.

"Weekends are different. People view newspaper reading at the weekend, partly at least as a reward to themselves at the end of a busy week, and they enjoy the amplitude of print at the weekend."

Total circulation (UK & ROI) for Saturday editions
 
 
Titles Saturday Monday-Friday
Daily Mirror 1,297,578 994,883
Daily Star 599,135 604,767
The Sun 3,009,981 2,507,860
Daily Express 649,232 532,622
Daily Mail 2,664,730 1,730,610
The Daily Telegraph 760,956 519,319
Financial Times 113,887 88,357
The Guardian 377,268 177,876
i n/a 271,648
The Independent 121,451 92,854
The Times 482,789 349,414

Follow Arif Durrani on Twitter @DurraniMix

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