Stop The Press - 2

Following on from yesterday ...

The size of the British market determines, to a large extent, the nature of the local media. Criticism that is sometimes levelled at it needs to be tempered by an understanding of this size, the resources that can be justified in serving the market and the advertising revenues that can feasibly be obtained.

Of the three "newspapers" that appear in the north, only one, the free fortnightly "Talk Of The North", is focussed solely on the region. The other two, the also free "Euro Weekly" and the for-sale "Majorca Daily Bulletin" are island-wide, though where the former is concerned, it's a case of partly island-wide and largely Costas in terms of content. As for distribution, the two free publications seem to be roughly on a par. My understanding is that "Euro Weekly" circulates 8,000 copies on the island (this certainly was the case; it may have changed). If one assumes that a thousand are diverted to the north, the same number as "Talk Of The North", then both meet their objectives. For two thousand British residents, one can also assume an average of two per household. A thousand is adequate.

"The Bulletin" has greater penetration, largely by dint of being daily. The actual sales figures for the northern area I don't know, but one can start to get an idea by looking at the audited figures. On the OJD site, these are given. They might surprise you. For the year 2008, "The Bulletin" had an average net circulation (sales, one takes this to mean) of 3,839 (the figure for average print run is higher). My understanding for this is that the one-eighth principle does not apply, and that the sales in the north are proportionally quite a bit higher. The sales figure does not, however, reflect readership. It is not unrealistic to believe that the readership number is some five times the actual sales. It is also worth noting that we are talking here of an average. In summer, the sales are over 6,000, quite a number of them - contrary to widely held opinion - to tourists; indeed, the paper is sold through some hotels.

While the figures do seem low, are they really that surprising? Put them in the context of the figures for the Spanish dailies produced in Mallorca. Ultima Hora's average circulation was 36,260; the Diario's 22,653. Once again, they may seem low, but there are factors to bear in mind. As with "The Bulletin", there is the readership equation, given that these papers are all easily available in bars, while one has to acknowledge the popularity of the main Spanish papers, such as "El País" (to say nothing of competition from the Catalan press). In the same way, one has to consider the British dailies like "The Sun" when assessing the circulation of "The Bulletin".

However one interprets these sales, the fact is that the markets, British and Spanish/Mallorcan, are not huge by any means. You can begin to work out for yourselves what this all means in bottom-line terms. "The Bulletin" sells for one euro. From that, you can take out 4% for IVA and any costs for production, distribution, staffing etc. That a monthly subscription to the paper would mean a receipt of a third less, you can see that there is not a vast budget to play with, advertising revenues notwithstanding. The point about this is that, when criticisms are levelled, one has to appreciate the true business picture.

One also needs to appreciate the scale of the effort that is involved with any publication: copy generation, advertising selling, chasing up, layout and print preparation and distribution. For "The Bulletin", the latter is handled through the established distribution network to retailers. "Euro Weekly" and "Talk Of The North" are basically boot-of-the-car jobs. The distribution alone is time-consuming and attracts its own costs, not least in terms of fuel.

Is it all worth it, then? The answer is still yes, if only because communities, be they British across the island or in the north alone, have demonstrated a demand for them. But these very communities are also all too ready to criticise. 'Twas ever thus with publishing. More than anything, everyone has a sense of ownership and an opinion where a publication is concerned. It should do this, it should do that; shouldn't do this, shouldn't do that, blah, blah. Any editor or publisher would want to do more or do something differently, but it all comes back to resources, and the size of the market and what it is willing to pay (or not).

This all said, it has been a mystery to me quite how the German publications on the island can all be so much superior - in every respect: size, layout, content and weight of advertising. There are two paid-for weeklies - "Mallorca Zeitung" (the "Diario" camp) and "Mallorca Magazin" ("Ultima Hora" and "The Bulletin") - and a freebie "El Aviso". The German market is bigger than the British, double the size perhaps, but is still not vast. However, a clue can be found if one goes to the website for "Mallorca Magazin". It states the paper's circulation figures. At their height, there is an average circulation (sales one assumes) of 31,850 with 8,500 subscriptions. How can this be? Other clues lie in "Auflagengebiet" (circulation area) and "Verkaufsstellen" (sales points). The former includes not only the Balearics but also Germany, Austria, Switzerland, France and Holland. The latter contains an extensive list of train stations, airports and bookshops in German towns and cities. Is "The Bulletin" on sale at Paddington Station?

The German market is different in one major respect. The Germans treat Mallorca not so much as a holiday destination but as another part of the Bundesrepublik. The fascination with Mallorca is regularly reflected in television shows and with weather reports. Mallorca is a way of life to many Germans in a way that it is not for the British. Or maybe this is wrong. Because there is much evidence to suggest as close an affinity with Mallorca among the Brits as with the Germans. And that evidence comes from the internet. Which brings me to ...

To follow.


QUIZ
Yesterday's title (and today's) - Prince, "Batdance": http://www.youtube.com/watch?v=VLlQpc8D2Kc
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