Sales of all of Yorkshire’s daily newspapers continued to fall during the second half of 2011, according to figures released on Wednesday by the Audit Bureau of Circulation.
The biggest losers in the region over 2011 were the Yorkshire Evening Post (down 10.9%) and the Doncaster Star (down 15.1% to a precarious 2111 copies sold per day). The paper with the slowest decline in sales was the Yorkshire Post (down 4.4%).
The Yorkshire Post outperformed the YEP (and nearly all the other regional papers in the Johnston Press group) in attracting new visitors to its website, posting a 21.2% increase year on year of average daily unique browsers. The YEP posted a healthy 14.6% increase.
Worth noting that if current trends continue the average number of individuals accessing the YEP’s website every day could well outstrip the number of people buying the paper by the end of this year. The trouble is the former don’t pay.
Impossible to say how long our three local dailies in Leeds and Bradford will stick it out and maintain current staffing levels without finding new sources of income. This year at least we should see whether our Leeds papers believe local TV could come to their rescue. It’s not clear what other option they’ve got.