ABC National Newspaper Round-Up: August 2012

14 Sep 2012  |  Liz Jaques 

Daily Market

The overall daily newspaper market was down -10.1% YoY and -0.9% PoP in August, with just one title enjoying a increase in circulation over the year. Independent's sister title i posted a 47.3% YoY rise during the summer month and now has a total circulation of 282,000 copies.

Positively, six daily titles in our analysis recorded increases during the Olympic and Paralympic month - the Daily Telegraph (+0.5% PoP), i (+0.5%), the Scotsman (+6.5%), The Times (+0.9%), the Daily Mirror (+0.6%) and the Daily Record (+0.3%).

In the quality sector, the Independent saw the biggest actual loss - down by 99,000 copies over the year, as readers seem to be migrating to its smaller and cheaper version (i gained more than 90,000 copies in the same period).

Both mid-market titles - the Daily Express and Daily Mail - posted YoY and PoP declines, however the Daily Mail is still the second biggest-selling daily newspaper.

In the popular market, the Daily Mirror and Daily Record enjoyed small increases during the month but all four titles were down YoY.  Over the year, The Sun has seen the biggest actual drop (down by almost 293,000 copies) but remains well ahead of its daily competitors with a total circulation of 2.5 million.

London Free Press

In the London freebie market, City A.M. is able to boast a 38.5% YoY increase, up by almost 36,000 copies. The newspaper now targets more commuters in the South and South West, and as a result the number of stations City A.M. is available at has now doubled.

Metro (London), which is distributed to around 775,000 people, is up slightly (1.5% YoY), while the London Evening Standard's total remains static.

Sunday Newspaper Market

All of the titles in our Sunday market analysis saw their sales fall over the year, however, some titles enjoyed an increase on July.

The quality market performed well in the month, with the Independent on Sunday, the Observer, Scotland on Sunday and the Sunday Telegraph all posted PoP increases.

The Mail on Sunday and Sunday Express also saw their circulations rise in August - up 1.8% and 0.5% PoP respectively.

However, the Sunday Mail and Sunday Mirror were the only two red-tops to enjoy a PoP rise. The Daily Star Sunday, the People and The Sun (Sunday) posted PoP declines.

Over the year, the Sunday Mirror has suffered the biggest actual loss, down by more than 799,000 copies - losing its gains from the News of the World closure last year.

News International's The Sun (Sunday), which has a total circulation of over 2.1 million, is the most popular Sunday title, followed by the Mail on Sunday (1.8 million copies) and the Sunday Mirror (1.1 million copies).

Tables and Graphs

Daily Titles Aug-11 Jul-12 Aug-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Daily 9,792,974 8,892,091 8,808,499 -984,475 -10.1 -83,592 -0.9
Quality
Daily Telegraph 632,070 581,249 584,089 -47,981 -7.6 2,840 0.5
Financial Times 331,883 290,765 280,124 -51,759 -15.6 -10,641 -3.7
Guardian 241,287 209,354 204,271 -37,016 -15.3 -5,083 -2.4
Herald (Scotland) 48,629 n/a n/a n/a n/a n/a n/a
i 191,077 280,122 281,530 90,453 47.3 1,408 0.5
Independent 180,470 83,619 81,804 -98,666 -54.7 -1,815 -2.2
Scotsman 42,581 34,127 36,344 -6,237 -14.6 2,217 6.5
Times 449,938 404,099 407,720 -42,218 -9.4 3,621 0.9
Mid Market
Daily Express 629,764 555,544 550,502 -79,262 -12.6 -5,042 -0.9
Daily Mail 2,063,738 1,921,239 1,914,126 -149,612 -7.2 -7,113 -0.4
Popular
Daily Mirror 1,174,924 1,082,054 1,088,724 -86,200 -7.3 6,670 0.6
Daily Record 307,794 275,526 276,270 -31,524 -10.2 744 0.3
Daily Star 703,218 623,534 600,304 -102,914 -14.6 -23,230 -3.7
Sun 2,795,601 2,550,859 2,502,691 -292,910 -10.5 -48,168 -1.9

London Free Press Aug 11 Jul 11 Aug 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total London Press 1,556,897 1,616,455 1,604,631 47,734 3.1 -11,824 -0.7
City A.M 92,745 131,194 128,484 35,739 38.5 -2,710 -2.1
London Evening Standard 700,728 701,280 700,895 167 0.0 -385 -0.1
Metro (London) 763,424 783,981 775,252 11,828 1.5 -8,729 -1.1

Sunday Titles Aug-11 Jul-12 Aug-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Sunday 9,100,223 8,803,314 8,832,196 -268,027 -2.9 28,882 0.3
Quality
Independent On Sunday 164,518 118,759 123,696 -40,822 -24.8 4,937 4.2
Observer 274,304 245,094 246,245 -28,059 -10.2 1,151 0.5
Scotland on Sunday. 55,866 41,492 43,382 -12,484 -22.3 1,890 4.6
Sunday Herald 31,349 n/a n/a n/a n/a n/a n/a
Sunday Times 1,011,385 919,424 914,685 -96,700 -9.6 -4,739 -0.5
Sunday Telegraph 499,612 456,487 463,733 -35,879 -7.2 7,246 1.6
Mid Market
Mail On Sunday 2,098,244 1,779,449 1,811,463 -286,781 -13.7 32,014 1.8
Sunday Express 677,779 503,492 505,900 -171,879 -25.4 2,408 0.5
Sunday Post 329,730 276,250 275,608 -54,122 -16.4 -642 -0.2
Popular
Daily Star Sunday. 744,981 456,429 439,621 -305,360 -41.0 -16,808 -3.7
People 892,033 459,032 457,964 -434,069 -48.7 -1,068 -0.2
Sun (Sunday) n/a 2,157,482 2,133,616 n/a n/a -23,866 -1.1
Sunday Mail 419,962 312,042 315,077 -104,885 -25.0 3,035 1.0
Sunday Mirror 1,900,460 1,077,882 1,101,206 -799,254 -42.1 23,324 2.2

Daily Titles Mar 11 - Aug 11 Feb 12 - Jul 12 Mar 12 - Aug 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Daily 9,814,179 8,995,458 8,960,927 -853,252 -8.7 -34,531 -0.4
Quality
Daily Telegraph 631,113 576,902 577,746 -53,367 -8.5 844 0.1
Financial Times 357,472 305,408 299,627 -57,845 -16.2 -5,781 -1.9
Guardian 255,739 213,853 211,978 -43,761 -17.1 -1,875 -0.9
i 174,801 272,893 275,628 100,827 57.7 2,735 1.0
Herald (Scotland) 49,207 n/a n/a n/a n/a n/a n/a
Independent 180,286 95,380 91,669 -88,617 -49.2 -3,711 -3.9
Scotsman 40,950 36,170 35,949 -5,001 -12.2 -221 -0.6
Times 445,478 397,489 399,097 -46,381 -10.4 1,608 0.4
Mid Market
Daily Express 626,911 576,689 572,392 -54,519 -8.7 -4,297 -0.7
Daily Mail 2,057,671 1,946,434 1,941,445 -116,226 -5.6 -4,989 -0.3
Popular
Daily Mirror 1,170,769 1,085,698 1,083,459 -87,310 -7.5 -2,239 -0.2
Daily Record 309,187 281,045 279,758 -29,429 -9.5 -1,287 -0.5
Daily Star 702,220 612,945 610,279 -91,941 -13.1 -2,666 -0.4
Sun 2,812,375 2,594,552 2,581,900 -230,475 -8.2 -12,652 -0.5
Sunday Titles Mar 11 - Aug 11 Feb 12 - Jul 12 Mar 12 - Aug 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Sunday 7,675,744 9,215,515 8,970,712 1,294,968 16.9 -244,803 -2.7
Quality
Independent On Sunday 156,571 123,017 122,929 -33,642 -21.5 -88 -0.1
Observer 290,339 249,464 248,380 -41,959 -14.5 -1,084 -0.4
Scotland on Sunday. 53,005 45,382 44,808 -8,197 -15.5 -574 -1.3
Sunday Herald 31,004 n/a n/a n/a n/a n/a n/a
Sunday Times 1,017,461 928,776 924,823 -92,638 -9.1 -3,953 -0.4
Sunday Telegraph 489,508 453,478 453,870 -35,638 -7.3 392 0.1
Mid Market
Sunday Express 589,131 520,327 510,424 -78,707 -13.4 -9,903 -1.9
Mail On Sunday 2,000,114 1,820,257 1,808,896 -191,218 -9.6 -11,361 -0.6
Sunday Post 312,993 276,195 273,730 -39,263 -12.5 -2,465 -0.9
Popular
Daily Star Sunday. 432,795 494,954 469,440 36,645 8.5 -25,514 -5.2
People 596,864 497,860 458,936 -137,928 -23.1 -38,924 -7.8
Sun (Sunday) n/a 2,308,567 2,244,373 n/a n/a n/a n/a
Sunday Mail 380,268 325,054 316,813 -63,455 -16.7 -8,241 -2.5
Sunday Mirror 1,325,691 1,172,184 1,093,290 -232,401 -17.5 -78,894 -6.7

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