CSNA examines newspaper sales
Trade group analyses daily and Sunday sales to establish value of newspapers to the Irish convenience store and newsagent
11 December 2009
The Convenience Stores and Newsagents Association has compiled a study of daily and Sunday newspaper sales based on ABC figures, for the 12 months to October 2009 in the ROI market. According to the review, 260 million copies were sold during the period, representing an ex-VAT sales total of €376 million, or €94 million sales value for retailers (25.02%).
Of the 16 national daily titles reviewed, the CSNA found that Irish stores have sold just under four million copies per week, while the 14 Sunday titles account for just over one million copies per week.
According to the CSNA, it undertook the study in order enable retailers to determine the relative value of daily and Sunday newspapers to their businesses. A category that offers “five million unit sales per week of a proven footfall generator deserves a scientific retailing approach,” said the association.
In addition, it also stressed the importance of other regional or local titles to certain businesses: “With weekly sales of 350,000 copies, many retailers sell more ‘local’ papers than daily or sunday titles,” so these must be given due prominence where appropriate.
The CSNA also warned strongly against giving away any space to freesheets, stating that “there is no room and no profit” in this category of publications. Retailers and various representatives of the industry are due to meet during the month of December to discuss the issue of freesheets further. The association is taking a zero tolerance line and stresses to retailers to “keep them out of your store.”