|Newspaper circulation figures||December 2010||January 2000||Change +/-|
|The Daily Telegraph||631,280||1,022,263||-38.25%|
What are declining circulations doing to their political influence?
On Andrew Neil’s “This Week” last Thursday the former BBC boss, Greg Dyke, made a point that had not struck me before – that the ongoing decline in newspapers circulations is having a big influence on their political power.
Quite simply a Sun that sells 2.7m copies a day is less important than one that, at its heyday, sold more than 4m copies.
He was making the point in the context of News International – but it applies, surely, across the whole range of national daily papers with only the Star seeing an increase since that millennium. Overall the losses have been 26% though some papers have taken bigger hits than that. The Mirror has lost half its circulation in that time period.
I think that Dyke is right up to a point – but his old firm, the BBC, continues to take far too much notice of what the papers are saying which is allowing the press to continue to play a big role setting the agenda.