ABC Newspaper round-up October 2012

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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.

Source: MediaTel

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
Quality
Daily Telegraph 603,901 560,398 560,471 -43,430 -7.2 73 0.0
Financial Times 345,077 287,895 293,326 -51,751 -15.0 5,431 1.9
Guardian 230,541 204,937 202,675 -27,866 -12.1 -2,262 -1.1
i 211,467 282,995 304,691 93,224 44.1 21,696 7.7
Scotsman 38,787 34,028 33,071 -5,716 -14.7 -957 -2.8
Independent 133,449 81,245 80,001 -53,448 -40.1 -1,244 -1.5
Times 417,197 406,711 403,770 -13,427 -3.2 -2,941 -0.7
Mid Market
Daily Express 614,534 543,912 533,451 -81,083 -13.2 -10,461 -1.9
Daily Mail 1,998,363 1,884,815 1,866,701 -131,662 -6.6 -18,114 -1.0
Popular
Daily Mirror 1,118,120 1,072,687 1,064,292 -53,828 -4.8 -8,395 -0.8
Daily Record 293,091 272,799 268,738 -24,353 -8.3 -4,061 -1.5
Daily Star 658,690 586,743 568,057 -90,633 -13.8 -18,686 -3.2
Sun 2,715,473 2,445,361 2,384,895 -330,578 -12.2 -60,466 -2.5
Total Daily 9,378,690 8,664,526 8,564,139 -814,551 -8.7 -100,387 -1.2

Sunday Newspaper October ABC Results

Sunday Titles Oct-11 Sep-12 Oct-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Independent On Sunday 130,942 120,340 119,822 -11,120 -8.5 -518 -0.4
Observer 268,355 238,282 238,015 -30,340 11.3 -267 -0.1
Scotland on Sunday 48,569 40,763 40,085 -8,484 -17.5 -678 -1.7
Sunday Times 967,990 904,548 903,728 -64,262 -6.6 -820 -0.1
Sunday Telegraph 471,894 446,526 445,229 -26,665 -5.7 -1,297 -0.3
Mid Market
Mail On Sunday 2,000,251 1,758,720 1,750,408 -249,843 -12.5 -8,312 -0.5
Sunday Express 679,265 493,586 489,143 -190,122 -28.0 -4,443 -0.9
Sunday Express 679,265 493,586 489,143 -190,122 -28.0 -4,443 -0.9
Sunday Post 316,842 269,182 267,971 -48,871 -15.4 -1,211 -0.4
Popular
Daily Star Sunday 688,058 407,239 389,079 -298,979 -43.5 -18,160 -4.5
People 804,126 455,973 453,778 -350,348 -43.6 -2,195 -0.5
Sun (Sunday) n/a 2,082,755 2,037,515 n/a n/a -45,240 -2.2
Sunday Mail 392,775 310,135 308,350 -84,425 -21.5 -1,785 -0.6
Sunday Mirror 1,773,627 1,087,940 1,064,388 -709,239 -40.0 -23,552 -2.2
Total Sunday 8,542,694 8,615,989 8,507,511 -35,183 -0.4 -108,478 -1.3

Source: ABC

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