THE Scotsman is estimated to have a monthly average readership of just under a million, according to a relatively new set of figures designed to give an overview of newspaper popularity, irrespective of the medium.
According to the National Readership Survey – which interviews members of the public about their reading habits – the paper scored an average 967,000 adult readers per month between July last year and June this year. And of those, some 519,000 were via its website only, with the remainder (448,000) via print.
The Scotsman, like almost all newspapers, is suffering drops in sales of its print product. But its website is another way for readers to engage with it; indeed, readers are tuning in more to its website than its print version.
A person who reads both the print product and the website is counted by NRS PADD (National Readership Survey Print and Digital Data) as one reader.
The NRS has today also announced it has launched an app to allow the reading of the figures on mobile devices: app.nrs.co.uk.
The first set of NRS PADD figures were issued last month.
Other figures revealed this morning by the survey include:
The Courier – print readership 291,000 per month, on average between July last year and June this year + 112,000 web only = 403,000
Daily Record – 1,772,000 + 613,000 = 2,384,000
Daily Record/Sunday Mail – 2,154,000 + 613,000 (same as the Daily Record because dailyrecord.co.uk serves both the Daily Record and the Sunday Mail) = 2,761,000
The Herald – 456 + 184,000 = 640,000
The Herald/Sunday Herald – 537,000 + 184,000 (as above, heraldscotland.com) = 721,000
The Scotsman/Scotland on Sunday – 590,000 + 519,000 (as above, scotsman.com) = 1,103,000.