UK study shows free model may be best
Two regional UK newspapers took different approaches to stem drastically falling circulation, reports Philip M. Stone. In a study published in followthemedia.com, Stone tracks the efforts of the Manchester Evening News and the Birmingham Mail to stem falling circulation. Manchester opted for free subscriptions downtown; Birmingham chose to relaunch with a new emphasis on local news. Manchester’s model worked — sort of. Birmingham’s didn’t.
Two regional UK newspapers took different approaches to stem drastically falling circulation, reports Philip M. Stone. In a study published in followthemedia.com, Stone tracks the efforts of the Manchester Evening News and the Birmingham Mail to stem falling circulation. Manchester opted for free subscriptions downtown; Birmingham chose to relaunch with a new emphasis on local news. Manchester’s model worked — sort of. Birmingham’s didn’t.
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Kelly Toughill is an associate professor of journalism at the University of King's College and founder of Polestar Immigration Research Inc.