…as revamp leads to large sales increase

The Express registered its best sales increase in 13 years in the January Audit Bureau of Circulations figures.

The Monday to Saturday editions of the newspaper posted a 9.02 per cent increase in its total circulation, rising from 1,134,870 to 1,237,182.

The circulation increase was prompted by a 20p special cover price on the Saturday Express throughout January, which was accompanied by a TV and radio advertising campaign. The price cut was designed to promote the Express’ Saturday magazine, which research has identified as popular with readers.

The newspaper was also helped by the traditional sales growth all newspapers benefit from between December and January, and the inclusion of 25,000 bulk sales in the headline figure.

The last time The Express achieved such an increase was between August and September 1983, when its sales grew by 10.83 per cent.

At that time the newspaper had just introduced its Millionaires’ Club game.

However, The Express’ average six-month circulation remains 5.32 per cent down on the same six months last year.

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