Evening Standard boosts readership

Newly-released NRS figures for the London Evening Standard reveal an above-expectation increase in readership, up from 556,000 (Apr-Sep '09) to 1.37m (mid Oct-end Dec '09).

This more than doubling of readership clearly justifies the paper's decision to maintain the quality of its editorial content, which in turn has helped it to retain a quality readership profile.  Over three-quarters (76.7%) of the title's readers are in the ABC1 category, and its age profile has also become younger, with the proportion of 15-44-year-olds rising from 56.7% to 62.0%.

The average issue readership of 1.37m represents some 2.3 readers per copy for the paper's total ABC circulation.  This key metric, achieved only eleven weeks after re-launch, supports the Standard's claim to being an attractive, cost-effective proposition for advertisers.

MD Andrew Mullins commented: "These NRS numbers are the final vital component required to endorse our new business model, and it is very satisfying now to see our hypotheses validated in the market place. Maintaining the quality of the newspaper has been essential to securing a stable and growing audience of influential and affluent achievers in London, and the Evening Standard is clearly delivering this audience in abundance."

Ad director Jon O'Donnell added: "We are delighted with the numbers as they are higher than we had expected, but absolutely in line with our aims.  They reinforce the fact that the London Evening Standard offers cost efficiency and continues to offer a high-quality audience despite having no cover price.  Our advertisers have been incredibly supportive, and we are delighted to be able to repay them with these readership figures at this early stage."

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