It is the year 2017, and the two newspapers, the Telegraph and the Daily Telegraph, are struggling to maintain the same level of readership as they were in 2016.
While both newspapers are reporting in the same territory, readership is shifting away from them.
According to figures published by Nielsen, the average number of readers per article published by both papers is down 0.7 percent compared to 2016.
However, the paper’s readership growth has also slowed, with the number of clicks per article declining by 0.4 percent.
The Daily Telegraph has reported a 1.4 percentage point fall in readership.
It is the worst performing newspaper in England, with a drop of 0.2 percent in readerships, compared to its peak.
Nielsen’s figures for the year to date are also published in its most recent quarter.
Despite this, the newspaper’s share of the English market has remained relatively stable, at 23.2%.
The average number the paper had in the quarter was 22,837.
Overall, the Daily Mail has reported the best performance, with readership up 7.4 per cent compared to the previous quarter.
The paper’s average number has increased by 1.5 percent, to 9,979.