A Fresh Look at Free Daily Newspapers in New York City

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new york • philadelphia • boston media clubmetro • metroX • ziptrials a fresh look at free daily newspapers in new york city Q2 2016 Thanks to the Alliance for Audited Media (AAM), circulation data is now available on a quarterly basis in AAM’s Media Intelligence Center. The state of art integrated database includes both free and paid newspapers and allows us to delve deep into the newspaper market in New York City. Here are some insights. free daily newspapers dominate new york city new york city* new york city* Q2 2016 Q2 2016 000's daily print copies 000's daily print copies 200 196 194 POST 82 150 14% METRO 196 DAILY NEWS 116 33% 100 116 20% 82 50 AMNY 194 33% 0 METRO AMNY DAILY NEWS POST Together, metro and AMNY hold two thirds of newspaper circulation market in New York City. Metro itself commands one third of the market – as much as the Daily News and the Post combined. Metro and AMNY print circulation level in New York City are broadly similar. distribution* distribution throughout new york city, points: 1,100+ north new jersey, & westchester AMNY BRONX/ WESTCHESTER 3,033 NEW JERSEY 6,475 the importance of stapling MANHATTAN Unlike its competitors, metro 134,800 newspaper is stapled. Stapling helps to keep the integrity of the QUEENS 40,410 product and extends its “shelf life.” metro International’s 20 year-experience around the world BROOKLYN strongly suggest stapling 17,782 contributes to higher number of readers per copy. reaching readers from all ﬁve boroughs † metro circulation breakdown* metro readership breakdown NYC, Q2 2016 NYC, Q2 2016 000's daily print copies 000's daily print readers BROOKLYN 18 9% MANHATTAN BROOKLYN QUEENS 140 137 40 28% 28% 21% SI MANHATTAN BRONX 8 135 3 2% BRONX QUEENS 69% 1% 77 133 15% 27% In NYC, metro circulation is concentrated in Manhattan with 135K daily copies – twice more than the Daily News and the Post combined. In Queens, metro is the highest circulated daily newspaper. As a commuter newspaper, place of distribution and residence are not fully correlated. Metro distributes 9% of its NYC circulation in Brooklyn, yet 28% of its NYC readers reside in Brooklyn. Metro distributes only 1% of copies in the Bronx, yet 15% of readers reside in the Bronx.*† the birth of the daily commuter newspaper Metro is the inventor of the free daily commuter newspaper model. Before the launch of metro in 1995 in Stockholm, a few free dailies existed. However, metro was the ﬁrst daily to distribute hundreds of thousands of copies through transportation systems in large metropolises – as well as turning upside down the newspaper model from editorial mix to advertising innovations. Today, metro is the the world’s largest the world’s newspaper with 63 editions in 20 countries. largest Metro was launched in the US in 2000, followed by AMNY in 2003 launched by two newspaper former metro executives. Source: Metro International, Newspaper Innovation. about metro readers† 1.4 million 85% 68% weekly readers live in NYC aged 21-54 52% 606,218 don’t read DN, the Post, 76% daily readers working or studying or the Times based on: * AAM / CAC QDR (Q2 2016). Daily print circulation (projected Monday average). New York City only. † Nielsen Scarborough 2015-16 R1. New York. Net combined print / online. for advertising, contact sales at 212.457.7735 or [email protected] media.metro.us.

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Worldwide Readership Research Symposium 2007 Session 2 Paper 9 FREE NEWSPAPER READERSHIP Piet Bakker, Amsterdam School of Communications Research, University of Amsterdam Abstract Twelve years after the introduction of the first free commuter newspaper in Sweden, circulation of free newspapers has risen to 40 million daily copies. Readership of free newspapers is more complex and in many cases harder to pin down. In general it is different from readership of paid newspapers. The first difference concerns the demographics of the readers: free papers target the affluent 18 to 34 group and in many cases try to achieve that by choosing particular ways of distribution, and also by concentrating on specific content. Age, indeed seems to be significantly lower in most cases although the average readers does not seem to be particularly wealthy. The second distinct feature is the amount of unique readers of free newspaper. Results on the few available cases indicate that around half of the readers only read papers although also lower levels have been reported. The third issue concerns readers per copy. The traditional free commuter daily can reach to a rather high number of readers per copy; but with many markets reaching free newspaper saturation this number seems to be dropping, whereas free door-to-door distributed free papers and afternoon papers have a lower readership per copy. In this paper we will present information on these three issues from a dozen markets, using audited readership data. Free Newspaper Readership The World Association of Newspapers (2007) reported on the year 2006 that daily circulation of newspapers increased with 4.61 percent (25 million copies) compared to 2005.
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