The purpose of the statistics for newspapers and magazines is to shed light on the development of the print media and daily newspapers' readership and the number of printed media in Denmark. Previously, the statistics were based on circulation figures from Dansk Oplagskontrol. Today it is based on readership from Index Denmark / Gallup
Daily newspapers and magazines are semi-annual statements of readership and the number of printed media for different categories of newspapers and magazines. Newspapers are divided according to whether they are nationwide or local / regional. Magazines are distributed on topics and publication frequencies. Trade journals are divided according to the Danish media industry classification, eg agriculture or communication. The statistics are based on readership measurements from Index Denmark / Gallup and are updated annually.
The statistics are based on official, industry-recognized readership measurements for the printed media that Index Denmark / Gallup Media compiles and where quality assurance is performed by the Index Denmark Methodology Committee . Data is collected by a sample survey that annually includes 20,000 representative respondents aged 12 years and over. Statistics Denmark's task in relation to readership for daily newspapers is to publish the data compiled by Index Denmark / Gallup Media in interactive tabular format. For newspapers, trade journals and magazines, Statistics Denmark aggregates the readerships to gross coverage.
The statistics are expected to meet the needs of several user groups for a comprehensive and easily accessible overview of readership for daily newspapers and the development of the printed media.
The statistics are based on official, industry-recognized readership measurements from Index Denmark / Gallup. The readerships do not say anything about the thoroughness of reading, and data reflects the respondents own perception of their media usage. However, there is not necessarily any difference between self-perception and the real media usage.
The statistics are expected to be published without delay. Given a processing period of approximately four months, the annual statistics are expected to be available in May.
The statistics are comparable in their current form since 2018. Furthermore, deactivated tables present comparable data of 6-months intervals in a time series from 2007-2018. Comparable statistics are available for Nordic daily newspapers based on statistics in the Nordic StatBank. At European level, there is a comparitive study of the number of readers reading newspapers at Eurostat.
The figures are published in the StatBank under the subject Daily newspapers and magazines. In addition, selected results are included in the publication Culture. See more on the statistics subject page.