The Times trumps The Star

Johannesburg - The Times, owned by media giant Avusa [JSE:AVU] has overtaken The Star in terms of newspaper circulation, according to Audit Bureau of Circulations (ABC) figures released for the second quarter of 2011.

The Times gained a 13.2% increase during the preceding twelve month period, with circulation reaching an average of 147 224 copies per day.

"Sales are growing fast - the paper has taken on a life of its own. It has a great formula, it is compact but it has clout and readers love it," said Avusa media's head of circulation, Clifford Fram.

The newspaper is listed in the "hybrid" category, which means that it may claim free copies as part of its circulation, other papers may be listed in the "daily" category, meaning they may only claim sold copies as part of their circulation.

While 90% of daily newspapers lost ground, The Times has maintained positive growth in spite of recessionary influences, and the most dramatic increase comes in single-copy sales which now account for 25.9% or 38 237 copies of total circulation, in comparison to the 4.4% or 5 757 copies contribution in the second quarter of 2010.

The solid figures are fresh off the success of Avusa's online news site Times LIVE, which launched its fresh new look in June.

According to its news editor Reuben Goldberg, the main intention behind the redesign was to surface more of the unique and compelling content the website carries, as well as maintain a strong focus on breaking news and developing stories through the day.

"The redesign has also been an opportunity to introduce some user-friendly enhancements. Readers can easily register on the site using their Facebook, Google or MSN profiles," he added.

Other Avusa publications showing successful growth in a tough and highly competitive climate include Sunday Times, Sunday World, Saturday Dispatch and Stuff Magazine.