Move from bulk sales hits local newspapers.(Publishers report decline in revenues, circulation)(International Pages)(Statistical Data Included)

Regional newspaper publishers saw top-line circulation fall across the industry as their titles continued to navigate a tricky period of transition.

Publishers blamed continuing media fragmentation for a set of results that saw all sectors record a drop in circulation year on year. However, it is clear that a policy shift by three top regional newspaper groups away from bulk sales is also affecting the top line.

Of the different sectors, Sundays and evening titles suffered the worst losses. None of England's top 20 evening titles were able to record a positive year-on-year result, with the Birmingham Evening Mail, which dropped 6.41 per cent, the biggest sufferer in the top ten. Foot-and-mouth and the resultant cancellation of local sporting events may well have had an impact here, although the Carlisle News & Star was able to turn thirst for news of the crisis into a 3.6 per cent year-on-year increase.

The drive against bulk distribution, led by Trinity Mirror, Northcliffe and Johnston Press, was evident in the morning sector, with several titles, including the sector-lead, the West Midlands Express & Star, eschewing bulks altogether.

"While the number of copies in the marketplace has decreased, a higher proportion of regional newspapers are being actively purchased and 94.3 per cent are now being sold at full price," Cathy Richards, Zenith's regional media group director, said. "We fully support the move to reduce bulk sales and look forward to it continuing."

Bulks have also largely been stripped out of the figures for regional mornings, although results for Scotland and Ireland balanced this out by boosting the top line. The Scotsman, which is defined as a national newspaper by the Audit Bureau of Circulations, turned in a 7.1 per cent increase while the Irish News rose 0.14 per cent.

In England, however, the story was of managed decline. Norwich's market-leading Eastern Daily Press recorded small decreases of 0.4 per cent period on period and 1.8 per cent year on year, while The Yorkshire Post rose by 3.2 per cent period on period but dipped by the same amount year on year. Across West Yorkshire, Bradford's Telegraph & Argus posted a record increase in its base sale, despite showing a top-line decrease.