Saturday is fast becoming the new Sunday as far as newspapers are concerned, as talk of Christ is swapped for the lure of the high street.
I was reminded about the
strength of the Saturday newspaper during an enlightening interview with the
Guardian’s Tim Brooks earlier this month.
GNM’s affable managing
director admitted that while consumers are losing the habit of buying
newspapers in the week, many Saturday editions are more than holding their
own, both in terms of advertising and circulation.
Over the last 10 years, the once awkward Saturday editions have
filled out to now rival the long-time bloated Sunday stalwarts.
Brooks explained the key
driver has been the rise of Sunday as the big shopping day on the high street, second now only to Saturday.
And while Church attendence continues to fall (5 years of decline charted by CofE alone), marketers have switched on to the fact that they can advertise in a paper
on a Saturday and capture people before they hit the high streets on both
Saturday and Sunday.
“You have to keep your eye
firmly on what the consumer is doing,” says Brooks. “And what the consumer is
doing increasingly Monday to Friday, is losing the habit of buying a newspaper.
The reasons for that are many, and they are not reversible, certainly not by an
“Weekends are different.
People view newspaper reading at the weekend, partly at least as a reward to
themselves at the end of a busy week, and they enjoy the amplitude of print at