London Evening Standard takes new path for sales data

The London Evening Standard has decided to report its circulation under the banner of a regional publication after years of posting its figures alongside the monthly national newspapers.

London Evening Standard
London Evening Standard

The newspaper, recently bought from Daily Mail & General Trust by Alexander Lebedev and with Geordie Grieg at the helm, relaunched on May 11.

It posted a 19.9% drop in average net circulation in its last national ABC figures released in June to 268,867.

The newspaper has been experimenting with a mixed distribution model, selling some copies at full price and others at a discount at certain locations.

In its regional figures issued today (July 10) the London Evening Standard posted an average net circulation of 236,075 and stated that 61% of its circulation, amounting to or 144,260 copies, was paid for.

Regular “bulk” sales at less than 50% of cover price came in at 30.22% or 71,352 copies. Free “pick up” copies totalled 20,462 or 8.67% of the total average net circulation.

The London Evening Standard has been running an outdoor campaign in the capital in the run up to and since its relaunch.

The publisher was not available for comment at time of posting.

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