When it was reported recently that the Daily Mail had become the world's second most popular newspaper website, it got me thinking about what the daily 'audience' of our UK newspapers now looks like. The below graphic shows the topline, combining actual ABC newspaper circulation figures, ABCe online circulation figures and social media fans and followers of named publication accounts (excluding individual journalist's personal followings). It of course doesn't allow for some very obvious crossovers between the three (or the degree to which some social media followers may be lapsed or rarely online), but still provides an interesting snapshot of how newspapers have evolved their audiences in recent times:
One thing really stands out from this snapshot with regards the evolution taking place - and it is typified by the major differences between the top two on the chart. The Daily Mail - the biggest player in online and print - has a relatively small social following. And clearly it doesn't appear to be suffering as a result. (As discussed earlier this week the Daily Mail has taken to Twitter very ineffectively).
The Mail's online focus on celebrity gossip and candid shots of scantily clad stars is clearly working well in generating search engine traffic from outside its traditional readership (how many right wing pensioners in middle England know or care who Kim Kardashian is?).
The Guardian meanwhile has almost as many social media fans and followers as it has daily visitors to its website (give or take a few hundred thousand)
http://themediablog.typepad.com/the-media-blog/2011/05/media-readers-twitter-social-infographic.html
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