More bad news for Associated (Ireland)

Emmet Oliver in today’s Irish Times reports on a massive dive in sales figures for the (Irish) Daily Mail. This follows on from the recent news of huge loses made in the company’s Irish operations.

The newspaper, which launched in February 2006 had figures of over 82,000 in March but this has now dropped down to 54,641 for June.

Interestingly Oliver states that advertisers are looking for a greater emphasis on Ireland before they are willing to part with their cash; something that I suggested is a big part of the problem for the publication last week. I am curious however; (I am not a buyer of the publication) but I am not sure if Irish-focused adverts are a fixture just yet, I recall at launch a report (see bottom line) that the company would be using its UK ads for the time being instead; perhaps someone could clear this up.

The fact that “Several Associated executives believe the daily edition suffers from a lack of identification with its sister paper, Ireland on Sunday” also suggests a level of dilussion within the company; surely they realise there’s more to attracting readers than merging the names (look at The Sun/News of the World; it isn’t a problem there!). The funny thing is that the (Ireland) on Sunday is the more successful of the two publications, so wouldn’t logic dictate that the daily edition should be renamed in like with the IoS rather than vice versa? Surely by renaming the more popular paper after the less popular one you risk destroying both brands?

7 Comments

  1. Irish Daily Mail down 28,000 in three months

    Adam Maguire relays the news (from the Irish Times) that the Irish Daily Hate Mail has seen a sales drop of 9.5% in June. Sales figures in June were at 54,641, down from 60,385 the month before and 82,787 in

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  2. [...] It’s also good news for the Irish operations of Associated Newspapers who have had a bad run lately with costs rocketing and circulation plummeting. As Associated didn’t have a tabloid daily on the market when they launched Metro they had nothing to lose from its launch and no existing market-share to protect; in other words their gains are completely positive. Independent News & Media on the other hand are in the unusual position of losing as well as gaining from the news; The Star, The Evening Herald and The Irish Independent all had their audiences and all ran the risk of losing out if freesheets took off. IN&M now has a successful (although probably not profitable) freesheet that is taking market-share from its other daily newspapers and the company may have a hard decision to make down the line should the situation continue. [...]

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  3. Adam, did you see this?…

    “Prompted by an Irish-based blogger, Adam Maguire, I’ve been looking at a section of the official ABC statistics that rarely attracts attention: the sales of British-based national titles in the Irish Republic.”

    http://blogs.guardian.co.uk/greenslade/2006/07/why_the_daily_mail_is_doing_ba.html

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  4. Why the Daily Mail is doing badly in Ireland

    Prompted by an Irish-based blogger, Adam Maguire, I’ve been looking at a section of the official ABC statistics that rarely attracts attention: the sales of British-based national titles in the Irish Republic. First off, as both Maguire and Emmet Oliv…

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  5. Administrator 22/07/2006 at 11:56

    Just caught the trackback there; nice to be noticed (!!!)(and interesting to see a perspective on the issue from the UK too)

    Perhaps Associated will pay attention to Greenslade; he has the same concerns as me; it’s an English newspaper with a (badly constructed) mask on.

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  6. [...] hands out around 8,000 more copies a day than Metro). Posted in Irish Media, Print | Trackback | del.icio.us | Top OfPage [...]

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  7. Ireland on Sunday changes to Irish Mail on Sunday

    Today the Irish Mail on Sunday has hit the newsagents for the first time. There has been much talk about the move by the Mail group to uniteIreland on Sunday (Ios) and the import the Mail on Sunday, into one

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