The facts:
The Sun’s circulation fell below 3 million for the first time in 34 years, despite dropping its cover price to just 20p in the South East, according to the latest figures from the Audit Bureau of Circulations (ABC).
The Sun recorded an average circulation of 2,985,672 last month, a drop of 3% from November.
The Daily Mirror, slipped below the million and a half mark, falling from just over 1.5 million in November to an average circulation of 1,494,114.
And the same is happening in the Scandinavian countries.
And in Canada where they follow the UK model.
The European popular press model is dead.
Why?
Because celebrities, soft news, sports, crime and entertainment rule in gossip magazines, television and the internet.
While this is happening in Europe, a new generation of popular quality newspapers boom in the rest of the world.
How?
With consumer news.
Family-oriented content.
Not macho stories.
Serious reporting.
Smart journalism.
New quick-read formats
Clean, not dirty, design.
Integrated newsrooms.
24/7 news operations.
And younger newsrooms.
The European formula doesn’t work anymore.
It’s time to re-invent these newspapers.
