Newspaper circulation in decline
National newspaper circulation in the UK has been declining for years even among leading brands like The Daily Mail, and nine nationals saw a year over year drop in circulation of more than 10 percent between 2022 and 2023. The circulation of leading regional daily newspapers also dropped year-on-year, and in the first half of 2023, only one such publication reported a circulation of over 25 thousand. But which papers are the most important to British consumers?Broadsheets vs. tabloids
The continued prominence of broadsheet newspapers in the United Kingdom was highlighted in a survey investigating public perceptions of newspapers, which found that the most important print newspapers according to UK readers were The Guardian and The Times. However, the Daily Mirror and Daily Mail, along with their Sunday counterparts, also performed well in this regard, suggesting that the UK public value both quality and popular newspapers. Indeed, the most recently available data showed that the reach of quality and popular UK newspapers was the same, at 67 percent.Newspapers gone digital: insights
The latest data on the main sources of news in the United Kingdom showed that more people now get news via word of mouth than from a printed paper, and although television remains the most popular source overall, naturally the internet ranks a close second. For some newspapers, the shift away from printed newspaper readership towards online news consumption has meant abandoning print altogether.A broadsheet newspaper of note in this regard is The Independent, which published its last print edition in 2016 and has since operated exclusively online. The Independent now relies on a combination of subscriptions, digital advertising, and other revenue streams.
Meanwhile, longstanding UK paper Daily Mail now ranks among the leading news sites on TikTok worldwide by follower count, and The Sun is also gathering followers on the platform.
With digital news consumption consistently on the up and platforms like TikTok drawing in younger generations, newspaper publishers must adapt in order to account for changing consumer preferences and trends. Many papers were slow to move their focus from print to digital, and in order to keep up, it could be wise to consider maximizing the potential of social media before being left behind.
