Newspaper circulation, readership, audience, and engagement, by Abiola Ayankunbi

Newspaper circulation, readership, audience, and engagement are interconnected concepts that help understand the reach and impact of a newspaper. Circulation refers to the number of copies distributed within a specific period of time. It measures the newspaper’s reach and spread; this impacts advertising rates and revenue generation. It will be easier to ascertain the correct figure if the concerned newspapers are sincere members of Audit Bureau of Circulation. However, circulation figures are different from the sales figures; unsold copies make the difference. Circulation metrics are average circulation e.g. the average number of copies distributed per issue; circulation revenue e.g. the revenue generated from newspaper sales; circulation growth rate e.g. the percentage change in circulation over a specific period.

Readership estimates the number of people who actually read the newspaper, including primary purchasers and others who may read the same copy. In the United States of America, research shows that one newspaper is often read by 2.3 to 2.8 people. This can be 2-3 times the circulation number, depending on the study. However, based on the survey that was conducted in Nigeria by AbingM03 Marketing Management Consultancy, a copy of newspaper is being read by seven persons. This helps advertisers gauge potential impact and target specific segments. Readership metrics are readership estimates e.g. the estimated number of people who read the newspaper, based on surveys or research; readership penetration e.g. the percentage of the target segment that reads the newspaper; and reader profile e.g. demographic information about readers, such as age, gender, income, and educational level

Audience encompasses the broader group of people who engage with the newspaper, including online readers and subscribers. Understanding the audience is crucial for delivering relevant content and attracting advertisers. This is typically determined through scientific approach. It provides a more comprehensive view of potential audience size. Media firms can leverage audience research to gain insights into reader behavior, preferences, and needs; this can be achieved through surveys and focus groups e.g. gathering feedback and opinions from readers; quantitative and qualitative analysis e.g. combining numerical data with in-depth insights; and regular, small scale research e.g. continuously monitoring reader sentiment, and adjusting content strategies accordingly.

Engagement measures how readers interact with the newspaper, such as time spent reading, sections or pages turned, and online engagement metrics. This is influenced by factors such as content relevance, writing style, and audience understanding. It is crucial for building a loyal reader base and attracting advertisers. This involves the level of interaction and attention readers give to the newspaper. High engagement can lead to increased loyalty, better advertising effectiveness, and ultimately, revenue growth. Metrics to measure engagement are unique visitors e.g. the number of distinct individuals visiting the newspaper’s website or digital platforms; section or page views e.g. the total number of pages viewed by visitors; average time spent on site e.g. the amount of time readers/visitors spend on the website; click-through rates e.g. the percentage of readers/visitors who click on specific news items or articles or adverts; and social media shares and comments indicators of reader engagement and interaction with the content.

The metrics for measurement can therefore be divided into two thus: digital and print metrics. Digital metrics are digital circulation e.g. the number of digital copies sold or distributed; digital readership e.g. the number of people who read the newspaper online; online engagement e.g. metrics such as click-through rates, time spent on site, and bounce rates. Print metrics are print circulation e.g. the number of physical copies distributed; print readership e.g. the number of people who read the print edition; newsstands sales e.g. the number of copies sold at newsstands or retail outlets, and mobile vendors’ sales e.g. the number of copies sold by roaming or mobile vendors. These metrics help media firms understand their reach, engagement, audience demographics, informing content and marketing strategies. All of these can easily assist in profiling the readers.

Daily Times newspaper of February 20, 2023 published an article titled: Impact of online news consumption on the decline of hardcopy newspaper patronage in Nigeria. The write-up was based on the reports of Media and Newspaper Data and Reliability (MNDR), a reliable authority on media penetration, literacy, and data-driven insights that is known for its robust methodologies and transparent reporting. Its research design involves nationally representative sampling conducted in collaboration with leading data institutions thereby ensuring reliable results.

Some notable Nigerian newspapers with significant circulation and readership include The Punch with 5.2 million readers monthly and 18 million online subscribers; Vanguard with 3.7 million readers monthly and 17.5 million online readers; The Guardian with 2.2 million readers monthly and 16 million online subscribers; Nigerian Tribune with 2.1 monthly readers and 14.5 million online subscribers; The Nation with 1.5 million readers monthly and 12.8 million online subscribers; The Sun with 1.3 million monthly readers and 12.2 million online subscribers; ThisDayLive with 287,000 monthly readers and online subscribers not specified but attracts 4.1 million monthly visitors; Daily Trust with 530,000 monthly readers (2020); Leadership with 1.6 million monthly readers and 1.3 million online subscribers; Daily Times with 1.1 million monthly readers, 10.8 million online subscribers, and Independent with 1 million monthly readers and 9 million online subscribers.

As at today, there has not been an update on the report. Besides, definition of subscribers in the context of the report was not clearly stated. Are the subscribers those who access news items after payment of premium or those who read the stories freely? Assuming the data credited to MNDR is correct, these figures are highly embarrassing in a country of over 200 million citizens. It literarily translates to the fact that The Punch with 5.2 million monthly readers can boast of an average of 173,334 readers (NOT buyers) per day. Meanwhile, as at time the research was carried out, none of the Nigerian newspapers circulates up to 40,000 copies per day talk less of selling 60% of the circulated copies. More importantly, the print runs or circulation figures of Nigerian newspapers keep declining on a daily basis. The print industry is not enjoying the associated benefits of a growing population country like Nigeria.

By understanding circulation, readership, audience, and engagement, media firms can refine their contents, improve reader satisfaction, and attract advertisers. Equally, understanding these metrics helps advertisers make informed decisions and enables media managers to tailor their contents and services to meet readers’ needs. Combination of circulation, readership, audience, and engagement should therefore determine the strength of the paper for proper decision making. Regrettably, media managers have allowed the reading public and the advertisers to define the reach of their newspapers based on circulation figures only. This should not be and the narration should be changed forthwith.

Although, value is created at multiple points of interaction, co-creation demands a lot of adjustments from both the media firms and the readers/buyers. The media managers should spend more time on value creation based on circulation, readership, audience, and engagement. The readers should be seen as co-creators of value because media firms cannot deliver a value only! They can only offer value propositions.

–Ayankunbi is former Newspaper circulation manager