ABC National Newspaper Round-Up: September 2012

12 Oct 2012 

Daily Market

The overall national daily newspaper market was down 8.7% year on year for September - 825,000 less copies circulated. Compared to last month the latest data shows a 1.6% drop or 144,000 copies shed.

Again 'i' has recorded a massive 54% increase YoY as its unabridged and more expensive sister title, The Independent dropped a corresponding 54%. However, this coincidence isn't a total migration of purchasers as Independent Print has scaled back multiple copy circulation (for airlines and in hotels) of The Independent and replaced it with 'i'.

Other than 'i' all the other national newspapers lost sale with only The Times, Daily Mail, Daily Mirror and Daily Record not showing double figure percentage declines. The Sun is down 280,000 copies to under 2.5 million - its lowest recorded ABC circulation for as far as our database goes back (25 years).

Period on period gains were seen for the FT as the city went back to work and only 'i' and The Guardian recording PoP gains, albeit small at 0.5% and 0.3%.

London Free Press

Metro in London is still the highest distributing free newspaper in the capital. In September it distributed 782,000 copies and inched up 0.3% YoY. The Evening Standard dropped 2,000 copies YoY to just over 700,000 copies. The stand-out performer, again this month, was City A.M. as it increased its distribution further in commuter routes in the South and South West. In May this year, City A.M. doubled the number of stations where it is available from 105 to 212.

Sunday Newspaper Market

The Sunday national newspaper market lost 1.1% in sales for September compared to the corresponding month last year. However, the figures are clouded by the News of the World having closed and not in circulation this time last year. Since then News International has launched a Sunday edition of The Sun. The Sunday edition continues to drop from its initial launch highs and sold just over 2 million copies in September.

The other popular newspapers that gained sale and market share following the demise of the News of the World have given gains back that total into hundreds of thousands of copies and a near on halving in circulation. The People is down 46%, The Daily Star Sunday 42% and the Sunday Mirror 41% (or three quarters of a million copies).

The mid markets haven't faired much better with the Sunday Express down 27% and the Mail on Sunday down 11%.

Like for like comparison is probably easiest in the quality Sunday market with no distortions to the competitor set. However, the Sunday qualities have had the roughest time with the Independent on Sunday losing a fifth of its sale and the Sunday Times and Sunday Telegraph losing 8% and 7% respectively YoY.

September sale compared to August this year continues to be grim reading. All the national Sundays are down with the worst performer the Daily Star Sunday (down 7.4%) and the least bad The People at -0.4%.

Daily Titles Sep-11 Aug-12 Sep-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Daily 9,489,538 8,808,499 8,664,526 -825,012 -8.7 -143,973 -1.6
Quality
Daily Telegraph 607,186 584,089 560,398 -46,788 -7.7 -23,691 -4.1
Financial Times 344,583 280,124 287,895 -56,688 -16.5 7,771 2.8
Guardian 232,566 204,271 204,937 -27,629 -11.9 666 0.3
i 184,402 281,530 282,995 98,593 53.5 1,465 0.5
Independent 176,983 81,804 81,245 -95,738 -54.1 -559 -0.7
Scotsman 39,428 36,344 34,028 -5,400 -13.7 -2,316 -6.4
Times 429,554 407,720 406,711 -22,843 -5.3 -1,009 -0.2
Mid Market
Daily Express 617,640 550,502 543,912 -73,728 -11.9 -6,590 -1.2
Daily Mail 2,008,817 1,914,126 1,884,815 -124,002 -6.2 -29,311 -1.5
Popular
Daily Mirror 1,143,778 1,088,724 1,072,687 -71,091 -6.2 -16,037 -1.5
Daily Record 298,010 276,270 272,799 -25,211 -8.5 -3,471 -1.3
Daily Star 681,268 600,304 586,743 -94,525 -13.9 -13,561 -2.3
Sun 2,725,323 2,502,691 2,445,361 -279,962 -10.3 -57,330 -2.3

London Free Press Sep-11 Aug-12 Sep-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total London Press 1,581,010 1,604,631 1,611,231 30,221 1.9 6,600 0.4
City A.M 98,447 128,484 128,785 30,338 30.8 301 0.2
London Evening Standard 702,784 700,895 700,630 -2,154 -0.3 -265 -0.0
Metro (London) 779,779 775,252 781,816 2,037 0.3 6,564 0.8

Sunday Titles Sep-11 Aug-12 Sep-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Sunday 8,714,990 8,832,196 8,615,989 -99,001 -1.1 -216,207 -2.4
Quality
Independent On Sunday 154,328 123,696 120,340 -33,988 -22.0 -3,356 -2.7
Observer 273,015 246,245 238,282 -34,733 -12.7 -7,963 -3.2
Scotland on Sunday. 49,112 43,382 40,763 -8,349 -17.0 -2,619 -6.0
Sunday Times 984,223 914,685 904,548 -79,675 -8.1 -10,137 -1.1
Sunday Telegraph 481,648 463,733 446,526 -35,122 -7.3 -17,207 -3.7
Mid Market
Mail On Sunday 1,979,701 1,811,463 1,758,720 -220,981 -11.2 -52,743 -2.9
Sunday Express 680,119 505,900 493,586 -186,533 -27.4 -12,314 -2.4
Sunday Post 324,554 275,608 269,182 -55,372 -17.1 -6,426 -2.3
Popular
Daily Star Sunday. 703,319 439,621 407,239 -296,080 -42.1 -32,382 -7.4
People 839,182 457,964 455,973 -383,209 -45.7 -1,991 -0.4
Sun (Sunday) n/a 2,133,616 2,082,755 n/a n/a -50,861 -2.4
Sunday Mail 400,106 315,077 310,135 -89,971 -22.5 -4,942 -1.6
Sunday Mirror 1,845,683 1,101,206 1,087,940 -757,743 -41.1 -13,266 -1.2
Daily Titles Apr 11 - Sep 11 Mar 12 - Aug 12 Apr 12 - Sep 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Daily 9,713,403 8,960,927 8,889,900 -823,503 -8.5 -71,027 -0.8
Quality
Daily Telegraph 627,426 577,746 574,667 -52,759 -8.4 -3,079 -0.5
Financial Times 350,142 299,627 293,409 -56,733 -16.2 -6,218 -2.1
Guardian 250,184 211,978 209,610 -40,574 -16.2 -2,368 -1.1
i 177,343 275,628 277,424 100,081 56.4 1,796 0.7
Independent 179,318 91,669 87,852 -91,466 -51.0 -3,817 -4.2
Scotsman 40,484 35,949 35,308 -5,176 -12.8 -641 -1.8
Times 442,273 399,097 401,551 -40,722 -9.2 2,454 0.6
Mid Market
Daily Express 626,377 572,392 569,660 -56,717 -9.1 -2,732 -0.5
Daily Mail 2,051,815 1,941,445 1,928,283 -123,532 -6.0 -13,162 -0.7
Popular
Daily Mirror 1,168,525 1,083,459 1,081,281 -87,244 -7.5 -2,178 -0.2
Daily Record 306,297 279,758 277,595 -28,702 -9.4 -2,163 -0.8
Daily Star 698,769 610,279 604,323 -94,446 -13.5 -5,956 -1.0
Sun 2,794,450 2,581,900 2,548,937 -245,513 -8.8 -32,963 -1.3

Sunday Titles Apr 11 - Sep 11 Mar 12 - Aug 12 Apr 12 - Sep 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Total Sunday 7,993,867 8,970,712 8,852,420 858,553 10.7 -118,292 -1.3
Quality
Independent On Sunday 156,791 122,929 122,049 -34,742 -22.2 -880 -0.7
Observer 285,738 248,380 245,822 -39,916 -14.0 -2,558 -1.0
Scotland on Sunday. 51,536 44,808 43,751 -7,785 -15.1 -1,057 -2.4
Sunday Times 1,007,960 924,823 920,081 -87,879 -8.7 -4,742 -0.5
Sunday Telegraph 489,449 453,870 452,830 -36,619 -7.5 -1,040 -0.2
Mid Market
Sunday Express 618,516 510,424 508,345 -110,171 -17.8 -2,079 -0.4
Mail On Sunday 2,018,448 1,808,896 1,795,645 -222,803 -11.0 -13,251 -0.7
Sunday Post 315,370 273,730 272,386 -42,984 -13.6 -1,344 -0.5
Popular
Daily Star Sunday. 511,608 469,440 454,192 -57,416 -11.2 -15,248 -3.2
People 669,138 458,936 457,342 -211,796 -31.7 -1,594 -0.3
Sun (Sunday) n/a 2,244,373 2,175,545 n/a n/a n/a n/a
Sunday Mail 387,105 316,813 314,806 -72,299 -18.7 -2,007 -0.6
Sunday Mirror 1,482,208 1,093,290 1,089,626 -392,582 -26.5 -3,664 -0.3
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