National Newspaper Round-Up – April
Quality Market The total quality market saw an overall fall in circulation for November-April 1998 of 1.3% year on year to 5.742 million. The Independent again suffered badly, with a fall of 12% to 225,413 though the Observer was close behind in terms of losses with a drop of 9% to 417,009.
Only the FT put in a strong performance, seeing circulation rise 14.2% to 347,011. The Sunday Times and Times saw sales rise 1.1% and 3.3% respectively. Both of the Telegraph titles put in weak performances, with the daily falling 4.1% to 1.08 million and the Sunday dropping by 3.1% to 855,772. This is despite both of these titles engaging in cut-price subscription schemes.
Quality Market Nov-Apr ’98 Year on Year ABC Comparisons
| Title | Nov 96 – Apr 97 | Nov 97 – Apr 98 | Actual Change | % Change |
| Daily Telegraph | 1,126,479 | 1,080,159 | -46,320 | -4.1 |
| Financial Times | 303,977 | 347,011 | 43,034 | 14.2 |
| Guardian | 401,853 | 401,810 | -43 | 0.0 |
| Independent | 256,161 | 225,413 | -30,748 | -12.0 |
| Independent On Sunday | 275,917 | 264,106 | -11,811 | -4.3 |
| Observer | 457,986 | 417,009 | -40,977 | -9.0 |
| Sunday Telegraph | 883,078 | 855,772 | -27,306 | -3.1 |
| Sunday Times | 1,338,396 | 1,353,398 | 15,002 | 1.1 |
| Times | 772,317 | 797,468 | 25,151 | 3.3 |
| TOTAL | 5,816,164 | 5,742,146 | -74,018 | -1.3 |
Mid Market The mid market saw total circulation rise by 1.8% to 6.745 million, again driven by the success of the Mail titles. The Daily Mail saw circulation rise 6.7% to 2.268 million while the Mail on Sunday went up by 3.9% to 2.208 million. The Express and Express On Sunday saw sales fall by 2.8% and 6% respectively.
Mid Market Nov-Apr ’98 Year on Year ABC Comparisons
| Title | Nov 96 – Apr 97 | Nov 97 – Apr 98 | Actual Change | % Change |
| Daily Mail | 2,126,637 | 2,268,533 | 141,896 | 6.7 |
| Express | 1,207,851 | 1,174,486 | -33,365 | -2.8 |
| Express On Sunday | 1,163,906 | 1,093,914 | -69,992 | -6.0 |
| Mail On Sunday | 2,126,191 | 2,208,384 | 82,193 | 3.9 |
| TOTAL | 6,624,585 | 6,745,317 | 120,732 | 1.8 |
Popular Market Again this sector shows all the signs of a market in decline, with all titles showing year on year falls in circulation. Overall sales fell 5.8% to 14.965 million. The Sunday People had the biggest fall, down 11.2% to 1.779 million, while the Daily Star and Sunday Mirror slipped by 9.6% and 9.1% respectively.
Popular Market Nov-Apr ’98 Year on Year ABC Comparisons
| Title | Nov 96 – Apr 97 | Nov 97 – Apr 98 | Actual Change | % Change |
| Daily Star | 745,422 | 673,850 | -71,572 | -9.6 |
| Mirror | 2,370,891 | 2,293,269 | -77,622 | -3.3 |
| News Of The World | 4,499,267 | 4,385,028 | -114,239 | -2.5 |
| Sun | 3,935,312 | 3,714,666 | -220,646 | -5.6 |
| Sunday Mirror | 2,330,617 | 2,119,012 | -211,605 | -9.1 |
| Sunday People | 2,003,611 | 1,779,676 | -223,935 | -11.2 |
| TOTAL | 15,885,120 | 14,965,501 | -919,619 | -5.8 |
The News of the World and Mirror showed the smallest circulation falls, down 2.5% and 3.3% respectively, while the Sun went down 5.6% to 3.714 million.
Industry News The Independent titles were again at the centre of the news in April. The month started well for Tony O’Reilly’s group with strong growth in profits and turnover reported but then all hell broke loose with both Rosie Boycott and Andrew Marr resigning from the newspapers as editors. Although a replacement was quickly found, in the shape of Simon Kelner, the changes did no favours in terms of re-establishing the titles’ credibility in the market.
At News International there was a shake-up in the sales department, with Mike Gordon taking the newly created post of display sales controller while David Emin became ad manager for the Sun and Darren Locke became ad manager of the News of the World.
The Sun and the Mirror both announced the launch of entertainment listings supplements called The Source and The A List respectively, though some in the industry saw the Sun‘s move as a spoiling tactic.
The Guardian announced yet another addition to its Saturday paper in the shape of The Editor while it also launched a new consumer supplement for Thursdays.
The Times titles announced that they would be getting involved in sponsorship and promotions for the World Cup. The daily newspaper said it would be sponsoring Talk Radio’s coverage of the event whilst both papers announced a tie-up with ITV to launch an interactive scratchcard competition.
Source: ABC
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