ABC National Newspaper Round-Up – August 2003

Month on month analysis of the latest ABC circulation figures for August have brought good news to Daily Mirror, which saw its circulation rise above the crucial 2 million mark following its exclusive interview with Tony Martin, the farmer jailed for shooting two burglars.

The title has suffered from a host of bad press following a wave of editorial job cuts, which were part of a wider cost cutting initiative implemented by Trinity Mirror chief executive, Sly Bailey. The paper also recently announced a new Saturday package, replacing The Look and M with the new We Love Telly magazine.

Media commentators have attributed the paper’s recent declines to its hard-hitting anti-war stance and focus on hard news, claiming that its recent recovery is a result of a return to soft news and show business title tattle. However, the paper has featured extensive coverage of the David Kelly fiasco, continuing its emphasis on news-based and political stories.

A spokesman for the Daily Mirror, said: “Following the recent changes to the overall tone and content of the paper, the early signs indicate our sale is stabilising across the week. Tony Martin proved to be one of the biggest scoops of the year and our new Saturday package has been very well received by readers.”

Rival tabloid favourite, The Sun, which recently secured the serialisation rights for David Beckham’s autobiography, saw circulation rise by 0.8% month on month to over 3.5 million. The Daily Star also continued to improved with a 1.7% increase during August.

There was good news for Richard Desmond’s Daily Express, which saw circulation top the 1 million mark for the first time this year, following a 5.1% month on month increase. The mid-market title has continued to benefit from drawing heavily on celebrity exclusives from its stablemate OK! magazine. It also benefited from securing a week of exclusive interviews with John Leslie and his long-suffering girlfriend, Abby Titmuss.

Elsewhere, in the mid market, the Daily Mail was seen down 0.4% month on month, prompting speculation that its love affair with the British middle classes has the potential to turn sour.

In the broadsheet sector, prestige pink paper the Financial Times suffered a significant decline, with circulation dropping by 5.3% month on month. Media commentators has attributed the newspaper’s lacklustre performance to the wave of job cuts in the city, which have eroded its core readership.The paper may also be suffering from the extended business coverage provided by broadsheet title’s such as The Times.

However, new pink paper on the block The Business has continued to perform well, rising 2.3% month on month to 112,960. The newspaper has gained prominence in the financial sector for its continuing hard hitting stance to illicit corporate behaviour and creative accounting. The financial newspaper also recently unveiled an outdoor advertising campaign.

On a more positive note, The Telegraph rose 0.8% year on year to 929,060. The title is in the midst of a huge re-branding campaign, which has seen the “read a best-seller everyday” strapline appear across outdoor ads, television and most recently cinema.

The summer silly season continued to take its toll on the remainder of the broadsheet market, which was hit by seasonal declines. Although some media commentators have declared that the public was simply bored with the protracted wrangling of the BBC and the Government played out in the Gillighan affair, which dominated the headlines during August.

The Guardian and the Observer fell 1.3% and 1.65 month on month respectively. News International’s Times and Sunday Times also hit the doldrums, dropping 0.5% and 0.8%.

Quality Market

Year on year analysis of the quality newspaper market provides less than impressive reading, with the sector shedding 260,655 copies year on year.

Big declines were seen among key titles such as the Daily Telegraph, which fell 7.9% year on year to 924,555. However, the title has been affected by its decision to scrap the controversial practise of bulk sales, which many media buyers believe artificially inflate circulation.

Both the Times and the Sunday Times also experienced steep year on year declines, dropping 8.6% and 2.5% year on year respectively. News International will doubtless be hoping the new refreshed Saturday package will boost its circulation. Seasonal declines also hit hard at the Independent and the Independent on Sunday, which fell 2.1% and 4.9% respectively.

One bright spot in the otherwise gloomy market was provided by The Business, which has continued to grow in spite of the devastating effects of the corporate downturn on the city. The paper’s circulation increased 30.4% year on year to 103,004. In contrast, the Financial Times fell 4.2% year on year to 455,491 in spite of launching an extensive £2 million advertising campaign to promote its recent redesign.

Mid-Market

Mid-market titles put in a steady performance in the March to August 2003 period and the sector grew 1.1% year on year.

The biggest increase was experienced by Richard Desmond’s Sunday Express, which saw circulation increase by 4.3% year on year. The Daily Express also rose, with circulation climbing 1.2% to 957,740 during August following a range of celebrity focused exclusives.

However, the Daily Mail brand continues to dominate the mid-market sector with its continued reliance on a mix of light-hearted gossip features and notorious columnists. The Daily Mail rose 0.6% year on year to just over 2.4 million, while the Mail On Sunday improved by 0.3% year on year with a circulation just under 2.4 million.

Popular Market

Year on year analysis of the tabloid market paints a mixed picture of the sector, which saw circualtion inch up by 0.2% year on year.

The Daily Star continued to shine with its reliance on the traditional tabloid formula of barely dressed women and the love lives of the not so rich and famous. The title rose 26.8% year on year to 877,049.

The Sun saw its circulation rise 0.5% year on year to just over 3.5 million. The News Of The World fell 1.6% year on year during August, but remained the sector leader with a circulation just below 3.9 million.

Year on year analysis also paints a less than rosy picture at the Mirror titles, with the Daily Mirror dropping by 7% year on year and the Sunday Mirror declining by 8.2% during the same period.

Metro Titles

The latest ABC results brought good news for the Metro titles, which continue to go from strength to strength. Associated Newspapers continued to maximise its domination of the Tube Network, building its presence in the lucrative London market with a 12% year on year in circulation. In contrast the title’s presence in the Midlands area declined by 1.9% year on year.

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