The overall daily newspaper market was down -8.7% YoY and -1.2% PoP in October, with just one title enjoying an increase in circulation over the year. Independent‘s sister title i posted a 44.1% YoY rise during the month (up by more than 93,000 copies) and now has a total circulation of 305,000 copies.
Overall, this is a smaller YoY decrease than was reported in September’s ABC results, although PoP declines have grown from -0.9%.
The Independent has posted some dramatic YoY declines, with circulation falling by over 40% from this time last year in contradiction of the gains shown by its sister title. Other big YoY losses were seen at the Financial Times (-15%) and the Guardian (-12.1%).
However, two daily titles saw their circulation increase on September’s figure – i and the Financial Times, up 7.7% PoP and 1.9% PoP respectively. The Daily Telegraph’s total remained static PoP.
This is reassuring news for the Financial Times who have seen dramatic falls in their print circulation in recent months, recording a 3.7% fall in PoP circulation in September. Pearson, the publisher of the FT reported in July that digital subscriptions had overtaken their print circulation for the first time – this trend continues, with the publication now reporting 313,000 digital subscribers. However, these latest ABC figures will provide some comfort for the paper, and are hopefully demonstrative of the brand’s resilience in an advertising climate that they describe as remaining “weak and short-term”.
These figures make for interesting reading when viewed in conjunction with the most recent NRS PADD figures that have been combined with UKOM/Nielsen digital data. A trend can be seen emerging for those titles that consistently report the largest YoY falls in print circulations to also be those making significant headway in nurturing their digital only audience, as is shown by the successes of the Financial Times and Guardian in this area.
The Sunday market, meanwhile, posted a -0.4% YoY decline and a bigger -1.3% PoP drop. All of the Sunday titles in our analysis saw their circulation fall YoY and PoP. News International’s The Sun (Sunday), which has a total circulation of over two million, is the most popular Sunday title, followed by the Mail on Sunday (1.75 million copies) and the Sunday Mirror (1.06 million copies).
Daily Newspaper October ABC Results
|Daily Titles||Oct-11||Sep-12||Oct-12||YoY Actual Change||YoY % Change||PoP Actual Change||PoP % Change|
Sunday Newspaper October ABC Results
|Sunday Titles||Oct-11||Sep-12||Oct-12||YoY Actual Change||YoY % Change||PoP Actual Change||PoP % Change|
|Independent On Sunday||130,942||120,340||119,822||-11,120||-8.5||-518||-0.4|
|Scotland on Sunday||48,569||40,763||40,085||-8,484||-17.5||-678||-1.7|
|Mail On Sunday||2,000,251||1,758,720||1,750,408||-249,843||-12.5||-8,312||-0.5|
|Daily Star Sunday||688,058||407,239||389,079||-298,979||-43.5||-18,160||-4.5|