Galway Advertiser 2007/2007_08_30/GA_3008_E1_031.pdf 

Extracted text

August 30 2007

www.galwayadvertiser.ie

31

Advertiser circulation soars as readers desert local paid-for papers in droves
Galway newspaper readers are flocking away in their droves from local-paid for newspapers and turning to the free media for readership and advertising, according to the latest ABC/VFD audited figures released at the weekend. The figures which are seen as the only reliable and reputable indicator of readership and circulation in the industry show that in the twelve months from June 2006 to June 2007, the circulation of the Galway Advertiser increased by a whopping 24 per cent, while the circulation of the long-established Connacht Sentinel fell by 15 per cent, giving it a sales figure in June of just over 5,600. In addition, the circulation of the Connacht Tribune (which incorporates the City Tribune) continued to fall with another drop, this time of six per cent, giving it a circulation of 24,847. The figures which are available online from www.abc.org.uk also show that The Tuam Herald has been audited for the first time and shows average weekly sales of 9,445 copies of the paper. Galway Advertiser Group Sales Manager Robert O'Keeffe said that he is very pleased with the new figures which show in the city and county to target cash rich but time poor county commuters. We are also continuing to serve the longstanding distributors of the Galway Advertiser in each of the towns so that the Advertiser is always available in all of the newsagents for their loyal customers," he added. "The success of the Galway Advertiser is directly reflected in the continuing decline of the local "paid for" titles. In the most recently audited ABC figures The Connacht Tribune has once again shown a negative growth figure, declining by 6.1 per cent with the Sentinel's circulation decreasing by a massive 15.4 per cent year on year. "This decline can be directly attributed to the launch of Galway First newspaper in February of this year. Galway First has filled a massive gap in the early week market that was not being provided for by the paid-for titles. Galway First delivers 30,000 newspapers every week and was the first regional newspaper to feature not one but two "NTL wraps" over the summer months," concluded Mr O'Keeffe. Galway Advertiser Group Editor Declan Varley welcomed the latest figures and said that they were a continuation of the world-wide trend away from paid-for newspapers and towards the free media. "It is a trend in Ireland and indeed internationally that the modern lifestyle sees people turning towards free newspapers as readers no longer have an antiquated affinity to the paper that their grandfather read. "It is also a testament to the quality of the free press that people are no longer willing to fork out each year the price of a holiday to read what they can read (or hear) for nothing in their local free media. "It must also be remembered that this massive readership jump by the Galway Advertiser in Galway does not yet include the 150,000 readers who read our new newspaper Galway First each Monday as that newspaper is not yet old enough to be audited, but the figures for other newspapers show that Galway First is having a massive impact on their circulation. "As a modern new product, we are seeing the impact that it has had already on the readership of other newspapers, as it is the first newspaper on the streets in Galway every week. "In Galway, we reduced the number of Advertisers we bulk drop in outlets and instead we have increased our Verified Free Distribution markets ie door to door as that is the most important for our customers. You hardly ever see Advertisers left over in shops whereas you can see our competitor's titles there for up to a week after they come out. "In terms of the figures, we have 30,070 in the VFD and another 36,367 in bulk distribution, so people can add the figures themselves and see what the totals are. "This means that in Galway every week, including Galway First we distribute more than 100,000 free newspapers on recycled newspaper, making our group the most successful and most popular method of advertising, giving out twice as many papers as our free competitors and three times as many as the entire sales of the paidfors," he said. The Galway Advertiser Newspaper Group is the largest media group based in the west, employing more than 120 people and publishing seven newspapers each week.

THE FIGURES AT A GLANCE
The Galway Advertiser -- Average circulation -- an ABC bulk distribution of 36,367 on top of a VFD of 30,070 -- an increase of 24 per cent in our door to door circulation. The Connacht Sentinel -- Average circulation Jan to June -- 6,103, down from 7,108 in June 2006 -- a fall of 15.4 per cent. Average sales in June were down even more to 5,672. The Connacht Tribune -- Average circulation 24,847, down from 26,457 in June 2006 -- a fall of 6.1 per cent. Average sales in June were 24,386. The Tuam Herald is audited for the first time and has an average circulation of 9,654. Buy and Sell West with an average circulation of just 4,000 is the only western magazine to provide audited circulation figures

Galway First, the Advertiser's new Monday newspaper -- having massive impact on circulation of Connacht Sentinel.
the Advertiser's continued growth. "We are delighted with the 24.4 per cent year on year increase of the home delivery to 30,071 of the Galway Advertiser. Our distribution strategy of expanding the door to door delivery into the major commuter towns of Loughrea, Tuam, Athenry and Gort reflects the growth and importance of these key towns to the future economic success of Galway. "The increased door to door delivery in Galway county allows businesses

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