Tag Archives: The Daily Star

National Newspaper Circulation Figures Decline

The Audit Bureau of Circulation, known commonly as ABC, could also be an acronym for the question ‘Are Broadsheets Ceasing’, judging by their latest report on circulation figures from August 2013.

Looking at the daily and free titles, only the i has shown an overall growth in circulation from the same period last year. It has had the third largest percentage of decline from the previous months circulation figure, behind only its mother title the Independent and also the Financial Times.

July 2013 reported there was a spike in the month on month circulation figures for nearly all the daily titles, which is thought to be due to the hype surrounding the birth of the royal baby. Therefore it does not come as a surprise that the latest figures show a month on month decline for most titles, however the continuing year on year decline is something that would be more of a concern for the future of print. The tables below, taken from the August 2013 ABC circulation report, shows the difference in average circulation for both month on month and year on year figures.

National Newspaper ABC Figures – August 2013
Daily Titles Aug-12 Jul-13 Aug-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Daily Telegraph 584,089 558,817 557,536 -26,553 -4.5 -1,281 -0.2
Financial Times 280,124 244,768 236,281 -43,843 -15.7 -8,487 -3.5
Guardian 204,271 191,182 189,646 -14,625 -7.2 -1,536 -0.8
i 281,530 305,129 295,179 13,649 4.8 -9,950 -3.3
Independent 81,804 72,271 68,696 -13,108 -16 -3,575 -4.9
Scotsman 36,344 n/a n/a n/a n/a n/a n/a
Times 407,720 400,245 391,643 -16,077 -3.9 -8,602 -2.1
Daily Express 550,502 533,039 530,631 -19,871 -3.6 -2,408 -0.5
Daily Mail 1,914,126 1,781,968 1,802,083 -112,043 -5.9 -20,115 1.1
Daily Mirror 1,088,724 1,040,148 1,045,971 -42,753 -3.9 5,823 0.6
Daily Record 276,270 249,733 252,575 -23,695 -8.6 -2,842 1.1
Daily Star 600,304 544,811 547,955 -52,349 -8.7 -3,144 0.6
Sun 2,502,691 2,281,301 2,258,359 -244,332 -9.8 -22,942 -1
Total Daily 8,808,499 8,203,412 8,176,555 -631,944 -7.2 -26,857 -0.3
London Newspaper ABC Figures – August 2013
London Free Press Aug-12 Jul-13 Aug-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
City A.M. 128,484 128,781 127,488 -966 -0.8 -1,293 -0.1
London Evening Standard 700,895 701,917 686,858 -14,037 -2 -15,059 -2.1
Metro (London) 775,252 770,569 756,658 -18,594 -2.4 -13,911 -1.8
Total London Press 1,604,631 1,601,267 1,571,004 -33,627 -2.1 -30,263 -1.9

In slight contrast to the daily and free papers, just over half the Sunday papers had a rise in month on month circulation. Most of these were the popular tabloid papers, such as Scotland’s Sunday Mail for example, which had the largest percentage increase of 3.4% (an additional 9,466 copies).

All the year on year figures for the Sunday papers was negative, with the Daily Star Sunday being 21.2% lower. Even some of the high quality papers had significant year on year declines, with both the Independent on Sunday and the Observer down in excess of 10%. The table below shows all the Sunday papers month on month and year on year average circulation figures.

National Sunday Newspaper ABC Figures – August 2013
Sunday Titles Aug-12 Jul-13 Aug-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Independent On Sunday 123,696 114,270 110,157 -13,539 -10.9 -4,113 -3.6
Observer 246,245 220,315 216,839 -29,406 -11.9 -3,476 -1.6
Scotland On Sunday 43,382 n/a n/a n/a n/a n/a n/a
Sunday Times 914,685 844,767 826,462 -88,223 -9.6 -18,305 -2.2
Sunday Telegraph 463,733 436,730 435,323 -28,410 -6.1 -1,407 -0.3
Mail On Sunday 1,811,463 1,658,035 1,675,474 -135,989 -7.5 17,439 1.1
Sunday Express 505,900 475,848 473,286 -32,614 -6.4 -2,562 -0.5
Sunday Post 275,608 242,033 244,637 -30,971 -11.2 2,604 1.1
Daily Star Sunday 439,621 341,733 346,205 -93,416 -21.2 4,472 1.3
Sunday People 457,964 419,115 425,293 -32,671 -7.1 6,178 1.5
Sun (Sunday) 2,133,616 1,927,406 1,916,570 -217,046 -10.2 -10,836 -0.6
Sunday Mail 315,077 281,157 290,623 -24,454 -7.8 9,466 3.4
Sunday Mirror 1,101,206 1,045,341 1,063,293 -37,913 -3.4 17,952 1.7
Total Sunday 8,832,196 8,006,750 8,024,162 -808,034 -9.1 17,412 0.2

In our opinion, one of the main reasons for the decline in print circulation is the broader choice and availability of news content via the internet and also more recently digital versions of the publications and apps created for mobile and tablet devises. Therefore, from an advertiser’s point of view, the continued decline in print circulation is not necessarily negative, it’s just a case of needing to explore all the available avenues in more detail.

National newspaper round-up: June 2013

The latest national newspaper circulation figures published by ABC this week show that the Daily, Free and Sunday markets were all down compared to this time last year.

Daily Titles

When looking at the quality market, the Financial Times saw the biggest period on period (PoP) increase between May and June 2013 at just 0.7%. This equates to a circulation increase of 1,833 copies. However, the Financial Times did post a year on year (YoY) decrease in circulation of 13% which equates to 38,737 copies. One must take in to account that the FT has recently culled many of its bulk copies.

The Daily Telegraph posted a PoP increase of 0.3% (1,527 copies) between May and June with a YoY loss of 4.6%.

Despite YoY losses across the quality market, the “I” posted a circulation increase of 11.2% which equates to a total of 30,412 copies. However, it did post a PoP loss of 1.2% between May and June.

The mid-market titles did not fare any better, the Daily Express saw a loss of 0.6% from May and a 13.3% YoY loss. Despite the huge popularity of the Daily Mail’s online offering, its print circulation saw a YoY drop of 133,000.

Overall, the dailies were down 0.2% PoP and 0.9% YoY overall.

London Free Press

City A.M. was the only title in this market to see any period growth, at just 0.1%. The Metro (London) posted the greatest loss of all three title in June, its circulation fell by 3,188 copies.

The London Evening Standard posted a YoY loss of 0.1% which equates to just 555 copies.

Overall, the Free titles were down 0.3% PoP and 0.6% YoY overall.

Sunday Titles

The Sunday market did not see any YoY growth across June, however, the Sunday Post was up 5.1% PoP, this was the biggest increase across all three markets.

According to the latest figures, The Mail on Sunday took the biggest hit with its circulation down just over 42,000 (-2.5%).

All titles were down across the yearly period, with the Sun (Sunday) losing 314,704, followed by the Mail on Sunday (186,344).

Overall, the Sunday titles were down 0.4% PoP and 11.6% YoY, surpassing the million mark in terms of circulation loss.

The above figures have shown that overall, print circulations are declining. This in some respects is down to readers switching to digital platforms to consume their news, business and more general content.

The graph below shows the ever increasing trend of National Newspaper- daily average unique users, this is in stark contrast to how we see print circulations currently performing.

National Newspaper Daily Unique Users

However, from an advertising point of view, we feel print is vital despite circulations reducing, the medium itself is tried and tested and promotes brand affiliation. These are key elements that print media has over its digital counterpart.

National Newspaper ABC Figures – June 2013
Daily Titles Jun-12 May-13 Jun-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Daily Telegraph 573,674 545,579 547,106 -26,568 -4.6 1,527 0.3
Financial Times 297,225 256,655 258,488 -38,737 -13.0 1,833 0.7
Guardian 211,511 192,376 187,000 -24,511 -11.6 -5,376 -2.8
i 272,597 306,578 303,009 30,412 11.2 -3,569 -1.2
Independent 90,001 75,089 73,060 -16,941 -18.8 -2,029 -2.7
Scotsman 35,523 n/a n/a n/a n/a n/a n/a
Times 400,120 394,982 390,941 -9,179 -2.3 -4,041 -1.0
Mid-Market
Daily Express 602,482 525,235 522,264 -80,218 -13.3 -2,971 -0.6
Daily Mail 1,939,635 1,787,558 1,806,569 -133,066 -6.9 19,011 1.1
Popular
Daily Mirror 1,081,330 1,041,289 1,038,753 -42,577 -3.9 -2,536 -0.2
Daily Record 279,324 255,238 252,626 -26,698 -9.6 -2,612 -1.0
Daily Star 602,296 534,813 540,849 -61,447 -10.2 6,036 1.1
Sun 2,583,552 2,269,238 2,243,903 -339,649 -13.1 -25,335 -1.1
Total Daily 8,969,270 8,184,630 8,164,568 -804,702 -9.0 -20,062 -0.2
London Free Press Jun-12 May-13 Jun-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
City A.M 132,857 127,983 128,152 -4,705 -3.5 169 0.1
London Evening Standard 700,506 702,458 699,951 -555 -0.1 -2,507 -0.4
Metro (London) 777,396 776,012 772,824 -4,572 -0.6 -3,188 -0.4
Total London Press 1,610,759 1,606,453 1,600,927 -9,832 -0.6 -5,526 -0.3
Sunday Titles Jun-12 May-13 Jun-13 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Independent On Sunday 122,588 113,082 111,986 -10,602 -8.6 -1,096 -1.0
Observer 243,946 222,723 212,376 -31,570 -12.9 -10,347 -4.6
Scotland on Sunday. 44,041 n/a n/a n/a n/a n/a n/a
Sunday Times 915,969 842,810 840,201 -75,768 -8.3 -2,609 -0.3
Sunday Telegraph 450,276 420,742 422,590 -27,686 -6.1 1,848 0.4
Mid-Market
Mail On Sunday 1,824,393 1,680,069 1,638,049 -186,344 -10.2 -42,020 -2.5
Sunday Express 512,843 462,812 455,901 -56,942 -11.1 -6,911 -1.5
Sunday Post 279,120 232,412 244,257 -34,863 -12.5 11,845 5.1
Popular
Daily Star Sunday. 473,352 329,669 335,864 -137,488 -29.0 6,195 1.9
Sunday People 450,097 415,539 415,075 -35,022 -7.8 -464 -0.1
Sun (Sunday) 2,189,924 1,867,980 1,875,220 -314,704 -14.4 7,240 0.4
Sunday Mail 313,698 288,736 284,051 -29,647 -9.5 -4,685 -1.6
Sunday Mirror 1,088,499 1,029,210 1,037,542 -50,957 -4.7 8,332 0.8
Total Sunday 8,908,746 7,905,784 7,873,112 -1,035,634 -11.6 -32,672 -0.4

Combined Print and Digital Readership Available for the First Time

This week saw the NRS PADD release its first ever set of combined Print and Digital Data, allowing publishers to measure audience reach across all or their media channels. In the past media buyers, media owners and other interested parties, had been able to calculate their print and web based readership separately, but had no means of calculating their total unduplicated combined reach.

Overall, the figures indicate that rather than losing readers, publishers are in fact reaching more readers on more platforms than ever before through multiple channels. The decrease of readership in print should not be viewed as a negative as it can only be seen to be increasing their readership through other media, such as; website, mobile phones, iPads and tablets.

The data comprises average monthly data taken over a yearly period between April 2011 and March 2012. It does not include users who access national newspaper titles via Apple iPads or tablets.
The Sun, not surprisingly, was the most read UK national newspaper with an overall readership figure of 17.8 million over the month; print only figure of 14.5 million, web figure of 1.7 million for thesun.co.uk and 1.6 million people read both the print version and website.

Following closely behind, The Daily Mail has a total of 16.4 million readers; 9.6 million print only, 4.7 million online only and a duplicated audience of 2.2 million. The Daily Mail and Mail on Sunday have a combined reach of 18.5 million readers.

Third-placed overall was the Daily Mirror with an overall readership of 11 million readers, split between 9.1 million print readers, 1.9 million online readers and a duplicated readership of 400,000.
The Guardian was next with an overall readership figure of 11.2 million, split between 6.4 million online readers, 4.8 million print readers and a duplicated readership of 2.25 million.

The Guardian just pipped the Telegraph, which had an overall readership figure of 10.5 million, split between 5.3 million online readers, 5.2 million print readers and a duplicated readership of 1.7 million.

The Times, meanwhile, whose website is behind a pay wall, reported a website readership figure of only 295,000, which was dwarfed by rival quality newspaper websites. Overall, The Times brand reported a figure of 5.74 million, made up of 295,000 website readers and 5.52 million newspaper readers. This is a long term business model for News Int. but they must be disappointed with the level of growth of paying subscribers.

Combined Print and Digital Readership Figures

Source: Mediatel

Tabloid and mid-market titles follow the same trends by having a higher print readership and a much smaller online audience, with the exception of The Mail brand which reported a monthly figure of 6.82 million (April 2012), undoubtedly the highest figure amongst mid-market websites.

The Metro, for example, has one of the largest print audiences of 10.7 million (April 2012) but still has a long way to go in order to compete in the online market with a reported readership of 1.6 million (April 2012).

In terms of the qualities, some show the online-only audience making up the majority of a title’s readership. The Guardian has around 2.5 million print only readers, 4.9 million online only readers and 1.5 million people reading both the print version and the website offering.

This title has always lead the way in online offering but the monetising of this offering remains a challenge that other publishing houses also struggle with.

It Is Not All Doom and Gloom

The release of this period’s ABC results on August 16th has provided food for thought for many. The continued downward trend which has been seen almost uniformly across print platforms has fuelled conversation about the importance of digital editions and ‘multi-touchpoint’ brands.

Print ABC results from January to June 2012 have painted a fairly bleak picture for both the consumer magazine and newspaper markets, with just a few exceptions.

The Men’s Lifestyle sector continues to be dominated by the free titles Shortlist and Sport, whilst well-known, paid for titles FHM and Nuts reported substantial drops in sales of -12% and -21% respectively.

In a mirror of these results, Shortlist’s sister title, Stylist, has also enjoyed positive results this period, bucking the overall Women’s Lifestyle trend and reporting a 1.1% year-on-year increase in circulation to rank at number 15 in the Top 100 Magazines. Major titles Glamour, Hello! and Look were among the worst hit, although More reported the worst result in this sector with a fall of 30.5% in circulation.

The Home Interest market saw a mixed set of results. There were a number of increases, including Country Homes & Interiors, Living etc and Style at Home, GoodHomes and Elle Decoration. Although some titles suffered losses – among them Ideal Home, Country Living and House Beautiful.

The Domestic News and Affairs market has completely subverted the downward trend demonstrated elsewhere, with every title boasting a year-on year increase in a market that reports a 5.4% year-on-year increase.

ABC Comparisons

The Daily Newspaper market posted a decrease of 9.3%, although notable winners from this sector include i and The Daily Telegraph, who both reported an increase in sales from the previous ABCs.

However, analysts have chosen not to focus solely on the negative trends shown in these most recent ABC figures.

Rather, the decline in print has been countered by increases in the digital ABCs, with many commentators focusing on the future opportunities presented by digital editions, iPad and mobile for consumer magazines and newspaper titles.

In the world of consumer magazines, titles as diverse as Cosmo, GQ and Harper’s Bazaar have shown significant growth in the digital arena (50.3%, 15.8% and 9% respectively). Heat also presents an interesting case study, posting an overall brand reach of 2.8 million across platforms, whilst print circulation itself has fallen to only 326,677.

Whilst the increases seen in the digital sector are small by comparison with the decline in print, the growth should not be dismissed as more and more titles launch their digital editions.

As such, discussion of what these ABC figures mean for overall media trends should be couched in the knowledge that print is only one aspect of a title’s brand. Talking about media brands in terms of their multiple touchpoints with their audience, including print, online and mobile, gives a much clearer impression of their power, influence and value.

Men’s Lifestyle Magazine: Jan-Jun 2012 Year On Year Comparisons

Title Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Shortlist* Shortlist Media Ltd 523,665 529,010 5,345 1.0 526,359 0.5
Sport UTV Media Ltd 306,217 305,676 -541 -0.2 304,700 0.3
Men’s Health Hearst-Rodale 218,368 216,336 -2,032 -0.9 221,176 -2.2
FHM (For Him Magazine) Bauer Consumer Media 155,557 123,844 -31,713 -20.4 140,716 -12.0
GQ Conde Nast Publications Ltd 118,216 120,139 1,923 1.6 120,094 0.0
RWD RWD Creative Media Limited 98,300 96,652 -1,648 -1.7 96,240 0.4
Nuts* IPC Media Ltd 114,019 90,134 -23,885 -20.9 114,116 -21.0
Stuff Haymarket Consumer Media 80,130 76,083 -4,047 -5.1 80,226 -5.2
Men’s Fitness Dennis Publishing Limited 69,264 65,201 -4,063 -5.9 61,721 5.6
BBC Focus Immediate Media Company 66,454 64,625 -1,829 -2.8 67,727 -4.6
Esquire Hearst Magazines Ltd 58,218 54,702 -3,516 -6.0 56,583 -3.3
Wired Conde Nast Publications Ltd 50,150 52,136 1,986 4.0 51,056 2.1
Healthy for Men** River Publishing Ltd 60,499 47,770 -12,729 21.0 59,157 -19.2
Zoo* Bauer Consumer Media 54,318 46,310 -8,008 -14.7 54,599 -15.2
How It Works Imagine Publishing n/a 34,089 n/a n/a 30,342 12.3
Front Magazine Kane Ltd n/a 30,009 n/a n/a 34,097 -12.0
Total n/a 1,973,375 1,952,716 -20,659 -1.0 2,018,909 -3.3

Women’s Lifestyle Magazine Circulations: Jan-Jun 2012 Year On Year Comparisons

Title

Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
John Lewis Edition John Brown 474,579 480,241 5,662 1.2 484,991 -1.0
Glamour Conde Nast Publications 530,060 470,138 -59,922 11.3 466,327 0.8
Stylist Shortlist Media Ltd 426,396 431,266 4,870 1.1 429,034 0.5
Good Housekeeping Hearst Magazines Ltd 430,878 408,569 -22,309 -5.2 448,129 -8.8
Woman & Home IPC Media 370,284 353,731 -16,553 -4.5 379,896 -6.9
Cosmopolitan Hearst Magazines Ltd 386,852 353,413 -33,439 -8.6 377,580 -6.4
Hello! Hello! Ltd 413,311 352,985 -60,326 -14.6 373,226 -5.4
Yours Bauer Consumer Media 285,890 280,804 -5,086 -1.8 282,892 -0.7
Prima Hearst Magazines Ltd 280,207 264,312 -15,895 -5.7 281,636 -6.2
Marie Claire European Magazines Limited 250,785 255,021 4,236 1.7 266,881 -4.4
Look Evarn Ltd 300,161 250,071 -50,090 -16.7 280,481 -10.8
Red Hearst Magazines Ltd 231,160 226,116 -5,044 -2.2 231,180 -2.2
Candis Newhall Publications 236,075 223,584 -12,491 -5.3 224,468 -0.4
Vogue Conde Nast Publications 210,766 205,033 -5,733 -2.7 210,806 -2.7
Grazia Bauer Consumer Media 219,741 190,053 -29,688 -13.5 205,487 -7.5
Elle Hearst Magazines Ltd 197,136 189,568 -7,568 -3.8 195,020 -2.8
Easy Living Conde Nast Publications 158,038 164,019 5,981 3.8 140,123 17.1
InStyle IPC Media 175,113 163,432 -11,681 -6.7 176,002 -7.1
Company Hearst Magazines Ltd 180,162 143,269 -36,893 -20.5 188,278 -23.9
Harpers Bazaar Hearst Magazines Ltd 118,740 119,274 534 0.4 120,004 -0.6
Essentials IPC Media 126,904 119,087 -7,817 -6.2 128,906 -7.6
Harrods Magazine Harrods Ltd 104,997 109,913 4,916 4.7 120,057 -8.4
More! Bauer Consumer Media 170,033 106,065 -63,968 -37.6 152,571 -30.5
Vanity Fair Conde Nast Publications 100,560 100,692 132 0.1 102,585 -1.8
Women’s Health Hearst-Rodale n/a 100,289 n/a n/a n/a n/a
Psychologies Hearst Magazines Ltd 108,631 92,302 -16,329 -15.0 104,491 -11.7
Tatler Conde Nast Publications 87,616 87,004 -612 -0.7 88,020 -1.2
Ladies First Magazine (Wales) Hils Publications Ltd 35,771 34,795 -976 -2.7 35,470 -1.9
WM The Womans Magazine Media Wales Ltd 34,057 32,010 -2,047 -6.0 33,744 -5.1
Image Image Publications Ltd 21,045 21,624 579 2.8 21,261 1.7
RSVP RSVP Publishing Ltd 15,109 12,603 -2,506 -16.6 13,304 -5.3
Total n/a 6,681,057 6,341,283 -440,063 -5.1 6,562,850 -3.4

Home Interest Magazines: Jan-Jun 2012 Year On Year Comparisons

Title

Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Ideal Home IPC Media 205,778 193,203 -12,575 -6.1 195,442 -1.1
Country Living Hearst Magazines UK 206,027 190,177 -15,850 -7.7 191,599 -0.7
Ikea Family Live August Media Ltd 150,000 150,000 n/a n/a 150,000 n/a
Homes & Gardens IPC Media Ltd 137,812 131,555 -6,257 -4.5 138,868 -5.3
Your Home Hubert Burda Media UK 133,018 130,012 -3,006 -2.3 131,770 -1.3
House & Garden Conde Nast Publications Ltd 127,260 126,841 -419 -0.3 127,311 -0.4
House Beautiful Hearst Magazines UK 143,106 126,497 -16,609 -11.6 132,962 -4.9
25 Beautiful Homes IPC Media Ltd 107,974 102,012 -5,962 -5.5 100,045 2.0
Country Homes & Interiors IPC Media Ltd 92,563 99,676 7,113 7.7 97,286 2.5
Living etc IPC Media Ltd 97,098 98,250 1,152 1.2 98,143 0.1
Style at Home IPC Media Ltd 52,576 80,011 27,435 52.2 71,806 11.4
GoodHomes Kelsey Publishing Ltd 73,444 78,620 5,176 7.0 76,113 3.3
Elle Decoration Hearst Magazines UK 70,323 70,655 332 0.5 70,376 0.4
World Of Interiors Conde Nast Publications Ltd 62,089 61,849 -240 -0.4 62,096 -0.4
Homes & Antiques Immediate Media Company 58,701 61,536 2,835 4.8 64,563 -4.7
Coast Hearst Magazines UK 42,628 38,657 -3,971 -9.3 40,464 -4.5
Grand Designs Media 10 Ltd 27,820 30,653 2,833 10.2 30,820 -0.5
Image Interiors & Living Image Publications Ltd n/a 16,595 n/a n/a 14,463 14.7
Homes & Interiors Scotland Peebles Media Group Ltd 10,845 10,345 -500 -4.6 10,232 1.1
Total n/a 1,799,062 1,797,144 -1,918 -0.1 1,804,359 -0.4

News & Current Affairs – Domestic: Jan-Jun 2012 Comparisons

Title Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Private Eye Pressdram Ltd 206,266 226,046 19,780 9.6 228,112 -0.9
The Week Dennis Publishing Limited 183,617 191,401 7,784 4.2 187,536 2.1
BBC History Magazine Immediate Media Company 69,394 71,403 2,009 2.9 72,271 -1.2
Spectator Spectator (1828) Ltd 62,852 63,612 760 1.2 63,543 0.1
The Oldie Oldie Publications 40,386 42,314 1,928 4.8 41,008 3.2
Limerick Post Carnbeg Ltd 34,340 36,216 1,876 5.5 35,393 2.3
Prospect Prospect Publishing Ltd 31,985 32,115 130 0.4 32,105 0.0
Total: n/a 628,840 663,107 34,267 5.4 659,968 0.5

Daily Newspaper Market – National Newspaper ABC Figures: July 2012

Daily Titles Jul-11 Jun-12 Jul-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Daily Telegraph 634,113 573,674 581,249 -52,864 -8.3 7,575 1.3
Financial Times 336,590 297,225 290,765 -45,825 -13.6 -6,460 -2.2
Guardian 248,775 211,511 209,354 -39,421 -15.8 -2,157 -1.0
Herald (Scotland) 47,226 44,445 n/a n/a n/a n/a n/a
i 183,677 272,597 280,122 96,445 52.5 7,525 2.8
Independent 182,881 90,001 83,619 -99,262 -54.3 -6,382 -7.1
Scotsman 38,987 35,523 34,127 -4,860 -12.5 -1,396 -3.9
Times 441,205 400,120 404,099 -37,106 -8.4 3,979 1.0
Mid Market
Daily Express 625,952 602,482 555,544 -70,408 -11.2 -46,938 -7.8
Daily Mail 2,050,132 1,939,635 1,921,239 -128,893 -6.3 -18,396 -0.9
Popular
Daily Mirror 1,185,729 1,081,330 1,082,054 -103,675 -8.7 724 0.1
Daily Record 305,226 279,324 275,526 -29,700 -9.7 -3,798 -1.4
Daily Star 706,757 602,296 623,534 -83,223 -11.8 21,238 3.5
Sun 2,821,618 2,583,552 2,550,859 -270,759 -9.6 -32,693 -1.3
Total Daily 9,808,868 9,013,715 8,892,091 -916,777 -9.3 -121,624 -1.3

June ABC National Newspaper Round-Up

June 2012 saw the daily newspaper market down -7.8%, with once again only The i posting an increase – an impressive 57.4% year on year growth.

Quality Daily Titles

  • The Times enjoyed the biggest increase of 4,368 copies PoP
  • The Independent suffered the largest drop of 4.2% PoP and a YoY decrease of 49.1% (86,680)
  • i experienced a YoY change of 99,432 (57.4%)

Mid-Market Daily Titles

  • Both the Daily Mail and Daily Express posted PoP rises, of 0.4% and 0.8%

Popular Daily Titles

  • The Daily Mirror saw a marginal rise of 0.1% (786 copies) PoP
  • The Daily Star posted a 14.9% YoY decrease, while the Sun experienced an 8% YoY drop as well as a PoP fall of 1.1%

London Free Titles

  • While City A.M. saw PoP growth of 0.6%, Metro‘s circulation fell by 1% on May’s figure

Quality Sunday Titles

  • The Sunday Telegraph was the only quality Sunday daily to experience PoP growth – of 0.6%
  • The Independent on Sunday and Observer were the biggest YoY losers, dropping 18.9% and 15.6% respectively

Mid-Market Sunday Titles

  • All mid-market Sunday titles saw a PoP increase – the Mail on Sunday 1.2%, Sunday Post 5.5% and Sunday Express a 247 copy increase

Popular Sunday Titles

  • The Daily Star Sunday grew by 54.7% YoY; the Sunday Mirror 0.1%
  • The Sun on Sunday and People saw the greatest PoP dips of 2.3% and 2.6%

Share of Top 10 National Newspapers – Popular Titles for Avg. Net Circulation

Source: MediaTel, ABC June 2012

Share of Top 10 National Newspapers – Quality Titles for Avg. Net Circulation

Source: MediaTel, ABC June 2012

Decline in UK Daily Newspaper Market

Last weeks ABC circulation figures have shown that the UK daily newspaper market is still in decline, down 7.6% from April 2011. The rate is steadily increasing month by month. In February 2012 the total circulation of the UK daily newspaper market fell by 5.2% from February 2011, the figures were even higher over the 12 month period from March 2011 with a decline in circulation of 7.4%. We will have to wait till next months ABC figures to see whether the negative trend is increasing or whether it is stabilising slightly.

In terms of quality daily titles, the Daily Telegraph was the only title to see a small PoP uplift of just 0.1%. The Independent saw the biggest fall, down 82,000 copies over the last 12 months. This was a YoY drop of 45.4%. The Times had a drop of 12.6% from last April, which was trumped by the Financial Times, who recorded a 17.8% YoY drop, this equates to just over 66,000 copies according to the latest figures. However, it is worth bearing in mind that the drop in circulation of many of the quality daily titles can be attributed to many of their readers choosing to use online or app offerings from the papers. The Times, Financial Times and Telegraph have very strong app offerings which are showing ever increasing download figures on a month by month basis.

One newspaper posted an increase in its circulation over the past year. The i has seen its circulation rise by 68.6% over the past 12 months. This is a YoY increase in circulation of 110,497 where as its stable mate the Independent has seen its circulation fall by 82,107 (45.4%). This is excellent news for the newspaper and shows that there is still growth within the UK Daily Newspaper market for those publishers who are willing to innovate and invest.

ABC-April

Source: Mintel

In terms of the popular daily titles The Sun saw a small rise in PoP of 0.4% where as the Daily Star saw a fall of 0.5%. Over the past year the Sun has seen the biggest loss in circulation of 159,102 copies, yet it remains the biggest selling daily title in the UK with a circulation of 2.6million which dwarfs its nearest rivals by almost 1.5 million copies.

ABC-April

Source: Mintel

The London free press as a whole has seen its circulation remain almost static as total circulation increased slightly (0.1% YoY). Metro (London) performed the strongest with an increase in its circulation of 8,373 over the past 12 months, compared to the decrease in circulation from City A.M (3,231) and the London Evening Standard whose circulation decreased by 3,944.

ABC-April

Source: Mintel

For the first time the ABC figures include a separate Saturday average, this has confirmed a significant uplift of Saturday newspaper editions. The Guardian has seen the biggest difference between its weekday and weekend sales. It has more than doubled its Saturday circulation to 377,000 copies compared to that of the weekday circulation (178,000). The Daily Mail has seen a similar uplift in its Saturday circulation selling 2.7 million copies compared to 1.7million during the week.

The Sunday Newspaper market now includes the new edition of The Sun. The Sun on Sunday sold 3.21 million copies in its first week, however, the figure dropped to 2.7 million in its second week. The ABC release shows that overall the Sunday market is performing strongly and is up 31.6% YoY. The strong YoY increase of the Sunday newspaper market from April 2011 can solely be attributed to the Daily Star Sunday posting a YoY circulation increase of 55.9% (172,988 copies). This cannot, however, be attributed to a slash in cover price as the publications cost has increased slightly over the past year. In April 2011 the cover price stood at 35p in comparison to 50p in 2012.

In terms of the Sunday Newspaper markets top performance, the Sunday Times performed strongest posting a percentage increase of 2.9% PoP despite suffering a huge loss in circulation in April of approximately 63,000 copies. On the other hand, the Sunday Times has seen a strong rise in iPad app downloads with page views for April 2012 totalling 68,982,986. This figure is extremely positive and shows that the digital market is performing stronger than ever.

ABC April

Source: Mintel

In terms of the coming few months, we can assume that the newspaper circulations will plateau or possibly increase slightly during the Jubilee period and the Olympic Games. Readers will hopefully be purchasing newspapers to keep up to date with the most recent news and photos from both Events.

National Newspapers – May 2012 – ABC figures

Title Nov 10 – Apr 11 Oct 11 -Mar 12 Nov 11- Apr 12 YoY actual change % YoY POP actual change % POP
National Newspapers – Quality
Daily
Daily Telegraph 637,233 588,702 584,349 -52,884 -8.3 -4,353 -0.7
Times 451,910 405,602 401,775 –50,135 -11.1 -3,827 -0.9
Financial Times 384,501 328,579 322,331 -62,170 -16.2 -6,248 -1.9
Guardian 266,440 224,611 222,003 -44,437 -16.7 -2,608 -1.2
i N/A 240,680 250,356 N/A N/A 9,676 4.0
Independent 180,411 116,637 111,086 -69,325 -38.4 -5,551 -4.8
Sunday
Independent On Sunday 152,311 127,530 126,013 -26,298 -17.3 -1,517 -1.2
Sunday Telegraph 493,449 460,772 458,135 -35,314 -7.2 -2,637 -0.6
Sunday Times 103,4212 950,066 947,517 -86695 -8.4 -2,549 -0.3
Observer 304,870 260,903 258,422 -46,448 -15.2 -2,481 -0.6
National Newspapers – Mid-market
Daily
Daily Mail 207,6039 198,1883 198,0572 -95,467 -4.6 –1,311 -0.1
Daily Express 629,531 588,375 580,999 -48,532 –7.7 -7376 -1.3
Sunday
Mail On Sunday 193,8348 1,915,412 1,885,690 -52,658 -2.7 –29,722 -1.6
Sunday Express 548,608 602,232 579,349 30,741 -5.6 -22883 -3.8
National Newspapers – Popular
Daily
Sun 2,835,606 2,631,598 2,616,354 -219,252 –7.7 -15,244 -0.6
Daily Mirror 1,166,752 1,172,785 1,096,918 -69,834 -6 -5,379 -0.5
Daily Star 718,670 629,234 621,444 -97226 -13.5 -7,790 -1.2
Daily Record 306,535 285,355 280,008 -26,527 -8.7 -5,347 -1.9
Sunday
Daily Star Sunday 314,069 612,318 580,806 266,737 84.9 -31,512 -5.1
Sun N/A 2,426,894 2,297,441 N/A N/A -129,453 -5.3
Sunday Mirror 1,077,060 1,590,098 1,492,737 415,677 38.6 -97,361 -6.1
People 489,308 706,988 658,135 168,827 34.5 -48,853 -6.9