Readers per copy

Some examples of the reasons for real changes on readers-per-copy are shown below

Examples of sudden changes:

  • Heavy promotional activity (e.g free gift)
  • Price cuts
  • Major changes to editorial format
  • Sudden losses or gains in circulation
  • Seasonal factors

Examples of gradual changes:

  • Awareness of new titles can take time to grow
  • Long-term expansion or contraction of circulation
  • Changes in profile (e.g. ageing readership)
  • Launch and closure of competitive titles
  • Impact of digital media

There are many other possible reasons why readers-per-copy can change over time. A summary as to why publications have different readers-per-copy can be found here.