British newspapers are haemorrhaging readers and influence, and next Sunday we will see just how much this process has accelerated. That day’s newspapers will — I’m sure — all be making some kind of pitch to orphaned News of the World readers. When Today closed, there was a similar scramble (“Welcome to your place in The Sun,” screamed its main rival), but this time they could be in for a shock. American experience suggests that when newspapers close, their readers just disappear — they liked their former paper, saw it as an old friend and didn’t feel compelled to find a new one. Preliminary research, picked up by my old colleague Will Heaven, suggests that two-thirds of the News of the World’s readers just won’t pick up another newspaper again. And why? Because there’s not another newspaper like it.
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