Trinity Mirror appears rather pleased with itself for transferring its regional titles from six-monthly circulation reporting to monthly.
According to a press release, this switch has been welcomed by media buyers. And a Trinity executive, Alan Tyldesley, is quoted as being "pleased to be leading the way in the regional press."
Leading the way to what, and why? It makes no sense. Apart from the very faint possibility of media buyers putting their money where their mouth is, I can't see why it's such a smart move.
Certainly, the first issue of monthly figures by 14 city titles is nothing to boast about. It merely confirms the continuing downward sales trend. And some are clearly doing worse than the average rate of decline.
An analysis by HoldTheFrontPage, reveals that only one of the 14 (Birmingham Mail) managed to record a sales increase in May compared to the average figures for the second half of 2012.
The South Wales Echo, Coventry Telegraph, Newcastle Chronicle, Newcastle Journal and Teesside Gazette all posted sales decreases of more than 10%, as did the group's three regional Sunday titles – the Newcastle Sunday Sun, Birmingham's Sunday Mercury and Wales on Sunday.
But these figures tell us very little. I hate to be critical of the ABC, which does a fine job, but the bald headline figures for the Trinity titles do not reveal the number of discounted copies, bulk sales etc. This just isn't good enough.
What the figures do confirm is that Trinity Mirror's Sunday Brands initiative has an uphill struggle.
