I was asked by an overseas client to check out the circulation rate of SPH newspapers for a project. Interestingly, SPH have been showing the daily average SPH newspaper circulation for the month of August since 2006.

The PR community would love this figures for their clients.

  Aug-06 Aug-07 Aug-08 Aug-09 Aug 06 to Aug 09
Tamil Murasu 10,200 11,700 14,400 14,100 38%
The Business Times 30,400 34,500 35,700 38,300 26%
Shin Min Daily 122,600 116,600 139,600 136,500 11%
Berita Harihan 62,500 61,800 62,000 60,900 -3%
The Straits Times 388,500 387,800 389,300 374,500 -4%
Lianhe ZaoBao 183,000 174,500 176,000 174,500 -5%
The New Paper 111,400 110,800 109,300 104,900 -6%
The Sunday Times 402,600 384,500 382,200 371,900 -8%
Lianhe WanBao 123,900 122,400 107,200 101,900 -18%

Interestingly, the biggest gainers in terms of circulation from Aug 2006 to August 2009 is Tamil Murasu which grew 38%.

The Business Times saw its circulation grow to positive double figures of 26%.

However, it is the English papers that are seeing decline with The Sunday Times dropping by 8%.

My client went on to estimate that with a population of 4,839,396 and with taking an average of 40,000 new borns each year, there will be 840,000 below the age of 21.  So this means, only 8% of Singaporeans adults read The Straits Times.

This are just uneducated and rough estimations but my client did point out that, according to Nick Brucher, there are about 1,942,880 Facebook users from Singapore.

Go figure.

.

2 comments

  1. Anonymous  

    February 24, 2010 at 3:11 PM

    Circulation figures mean number of copies sold which does not equate to number of readers.

    Each household buys 1 copy but read by X number of members?

  2. Anonymous  

    December 6, 2011 at 9:30 AM

    Your client's calculation is flawed. So long as a person is literate, he can read the papers even if he is below 18. And most importantly a newspaper can be read by multiple readers. Even if there are more than 1 million facebook user, not everyone of them will be accessed everyday.



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