The latest ABC results were released yesterday for the period covering June. As we might expect, the EU referendum and subsequent Brexit made a marked impression on the number of people accessing news sites and purchasing newspapers across the board.

 

The largest increase in online traffic by far came from the Independent. Down -7% over the previous period, the Independent online was up almost 44% in June. Indeed, since announcing that it would go it alone back in January of this year, the Independent online now attracts 4.4 million visitors each day.

 

Elsewhere, MailOnline and guardian.com remain by far the most popular online news platforms, with MailOnline pulling in over 15 million visitors (up 8%) and the Guardian over 10 million (up 15.5%).

 

However, while we can see a dramatic increase in online traffic, it is also true that print newspapers have fared particularly well over this period, with newspaper sales registering a jump of up to 20% after the Brexit vote.

 

The Times claimed their highest circulation of the year in the immediate aftermath of Brexit, adding 100,000 copies (up 18%) the Saturday following the results. Elsewhere The Daily Mirror saw a 40,000 copy uplift, the Daily Mail added 90,000, and The Sun was up by around 52,000 to name but a few.

 

As Gideon Spanier of Campaign Magazine points out, these circulation increases “will be a big tonic to the industry, which has seen years of circulation falls, with worsening print ad sales since the start of this year”.

 

Just as we saw with the Paris terror attacks last year however, it is clear that the success of print over this period is no fluke. There is still some value attributed to the newspaper print press especially in the face of news that we might define as carrying a particular weight of significance to the general public.

 

Importantly for brands and advertisers and newspaper editors and journalists alike, the peaks that the print press have seen during such times, suggest a valuable and important audience still purchasing print newspapers. And an audience that goes beyond the equally important loyal print readers.

 

While the Independent saw the greatest increase of traffic against the EU referendum, it will be interesting to see whether or not, over the coming months, this kind of increase is of an overall benefit against its competitors that retain both online and print editions.

 

By Paul Gregson