Digital subscriptions compensate for large drop in July print run

Daily Eesti Päevaleht (EPL) is one of several media outlets in Ekspress Grupp's portfolio.
Daily Eesti Päevaleht (EPL) is one of several media outlets in Ekspress Grupp's portfolio. Source: Anna Aurelia Minev/ERR

The circulation of newspapers in July dropped to what is estimatedly the lowest level since the Restoration of Independence in 1991, but according to the Association of Estonian Media Companies (EML), digital subscriptions compensate for the drop in print run.

Õhtuleht topped the list of national newspapers with a circulation of 37,900 copies in July, followed by Postimees at 33,600. The circulation for Eesti Päevaleht was 11,800 in July.

Of nationalwide weeklies, Maaleht was most popular with a circulation of 36,500, followed by Eesti Ekspress at 23,600. Äripäev, which became a weekly in April, saw a circulation of 6,100 in July. The circulation numbers for regional weeklies has also dropped.

Merle Viirmaa-Treifeldt, head of EML, told ERR that it is completely possible that the indicators for July are the lowest since 1991. At the same time, the number of digital subscriptions has steadily grown.

According to the data published on EML's homepage (link in Estonian), publications saw an increase of close to 3,000 digital subscriptions in July, raising the total number to 103,512.

Viirmaa-Treifeldt added: "The number of digital subscriptions has increased by 30 percent since last autumn, which is quite a large increase and much bigger than in most other European countries."

According to the head of EML, it must be taken into account that print runs tend to run lower in summer months anyway and an increase is expected in September and October.


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Editor: Kristjan Kallaste

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