Twenty-First Century Fox 2004 Annual Report Download - page 35

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33
first multimedia newspaper section The Month, ensured
that the brand continued to attract, inspire and influence
younger readers. The paper was also the only Sunday broad-
sheet to increase total advertising volumes significantly
year-on-year.
The U.K.’s biggest-selling daily newspaper, The Sun,
increased the circulation gap over its nearest competitor
and had more readers than all the other U.K. popular
tabloids combined. Record advertising levels at The Sun
made 2004 one of the most successful years in the paper’s
history. The Sun achieved record weeks across all display
and classified advertising categories.
The best selling Sunday newspaper in the U.K., News of
the World, slightly increased its already-impressive market
share to record its highest-ever gap over the combined sales
of its two closest rivals. With 9.5 million readers, the News
of the World has the most young readers and the most loyal
readership in its market. It also achieved an increase in
advertising revenues.
Newspapers
NEWS CORPORATION ANNUAL REPORT 2004
COMPETING in the most cutthroat newspaper market in
the world, News International titles again displayed the
quality that has made them world famous.
Readers lauded new innovations and improvements to
the group’s papers, while critics lavished the U.K.’s top
awards – including Reporter of the Year, Interviewer
of the Year, Front Page of the Year and Sports Writer of
the Year – on staff from News International’s major
mastheads.
At the forefront of newspaper innovation, the daily
broadsheet The Times introduced its compact edition in
November 2003, leading to increased circulation of almost
5 percent. In addition, total advertising volume at the
paper increased year-on-year by more than at any other
broadsheet daily newspaper in the U.K.
The Sunday Times continued to exert its authority over
the Sunday broadsheet market, increasing its circulation
market share from 49.2 percent to 49.8 percent. Fiscal 2004
initiatives, including the groundbreaking launch of the
More black ink at U.K. papers