National Newspaper ABC Summary – December 1998

This round of national newspaper circulation figures, released by the ABC at the end of last week, shows that the Financial Times continues to perform more strongly than the rest of the market. The Express is in a decline which the poor recent TV ad campaign, created by St Luke’s (its third agency in a year), is very unlikely to reverse.

In fact, all of the other nationals lost circulation in this period apart from the Sunday Times which held fairly steady. The Sunday red-tops have been hit hard as well: the Sunday Mirror shed 287,510 in sales; the News Of The World, still the biggest seller, fell by over 200,000 copies and the Sunday People lost 177,844 copies per issue on average.

A full December ABC Round-Up, by market, will appear on Newsline shortly. Subscribers can access the Press database by selecting “Press” from the drop-down box at the top of this page.