Manchester Evening News circulation: I was wrong#1

Manchester Evening NewsOkay: I was wrong. Not so long ago I forecast giving away the Manchester Evening News would be a disaster and made it sound like an act of desperation. Elsewhere I mocked apparent distribution problems. I was not the only one. But I was wrong.

The good news is that the MEN is giving away 10,000 more copies each day than forecast. Set against the news that only one of the UK’s 83 regionals has increased circulation that’s good going.

These figures are doubly interesting as they come after a successful redesign. The Manchester Evening News is looking a lot smarter nowadays and makes for a much easier read. There may even be a subtle move towards more copy that might appeal to the under-65s, but perhaps that’s my imagination.

Nevertheless, I’m still far from convinced it truly caters for post-regeneration Manchester. A lack of confidence remains that it needs to get over quickly. Maybe more settled times with less experimentation with ‘Lite’ versions and new work practices will enable that.
Contact Stephen Newton

Posted at : August 31st, 2006 - 7:52 am
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