Press Release - 3rd February 2010

London Evening Standard now reaches over 1.3 million Londonders up 146%

NRS announces healthy increase in readership for the London Evening Standard

NRS figures released today for the London Evening Standard shows an above expectations increase in readership from 556,000 (April – Sept 2009) to 1.37 million (11th Oct to the end of Dec 2009).

The decision taken to retain the quality of the editorial content has clearly been justified as it has retained its quality readership profile. The proportion of ABC1 readers is 76.7%, and the age profile of readers has become younger with the proportion of 15-44 year olds reading the paper growing from 56.7% to 62.0%.

The 1.37 million average issue readership number represents an average 2.3 readers per copy from its 600k ABC circulation. This metric, with the potential to grow over time as with others new newspaper launches, and achieved after only 11 weeks after re-launch, validates the Evening Standard’s claim that it is a very attractive and cost effective proposition for advertisers.

These NRS numbers are the final vital component required to endorse our new business model and it is very satisfying to now see our hypotheses validated in the market place. Maintaining the quality of the newspaper has been essential to securing a stable and growing audience of influential and affluent achievers in London and the Evening Standard is clearly delivering this audience in abundance.

Andrew Mullins | Managing Director of the London Evening Standard

We are delighted with the numbers as they are higher than we had expected but absolutely in line with our aims. They re-enforce the fact that the London Evening Standard offers cost efficiency and continues to offer a high quality audience despite having no cover price. Our advertisers have been incredibly supportive and we are delighted to be able to repay them with these readership figures at this early stage.

Jon O'Donnell | Advertisement Director