The London Olympics Failed To Increase The Circulation Of British Newspapers

Newspaper execs "are likely to be disappointed" by the absence of a significant Olympic bounce, according to John Reynolds of MEDIA WEEK. The Daily Telegraph and The Times were the two "standout performers across the quality sector," nudging up their July circulations. The Daily Telegraph was up 0.49% to 584,089, while The Times was up 0.90% to 407,720. Both newspapers "invested significantly in editorial and marketing" around the Olympics, including selling their titles by street vendors outside the Olympic Park. They performed better than The Guardian, down 2.43%, to 204,271 and The Independent, down 2.17%, to 81,804. The Daily Mirror "was the standout performer in the tabloid sector," up 0.62% to 1,088,724 (MEDIAWEEK.co.uk, 9/14).