ABC National Newspaper Round-Up: October 2010
Daily Newspaper Market
Circulation figures failed to pick up in October, with the daily newspaper market posting a higher fall than September’s 5.3% drop.
The total daily market suffered a 5.7% year on year decline during the month.
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National Newspaper ABC Figures – Oct 2010
| Daily Titles | Oct-09 | Sep-10 | Oct-10 | YoY Actual Change | YoY % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Daily Telegraph | 767,894 | 659,445 | 655,006 | -112,888 | -14.7 | -4,439 | -0.7 |
| Financial Times | 412,854 | 390,228 | 401,898 | -10,956 | -2.7 | 11,670 | 3.0 |
| Guardian | 311,878 | 278,129 | 276,428 | -35,450 | -11.4 | -1,701 | -0.6 |
| Independent | 187,047 | 182,776 | 182,412 | -4,635 | -2.5 | -364 | -0.2 |
| Times | 571,783 | 486,868 | 479,107 | -92,676 | -16.2 | -7,761 | -1.6 |
| Mid Market | |||||||
| Daily Express | 698,008 | 659,650 | 642,695 | -55,313 | -7.9 | -16,955 | -2.6 |
| Daily Mail | 2,157,085 | 2,144,229 | 2,129,328 | -27,757 | -1.3 | -14,901 | -0.7 |
| Popular | |||||||
| Daily Mirror | 1,295,972 | 1,213,323 | 1,215,081 | -80,891 | -6.2 | 1,758 | 0.1 |
| Daily Record | 339,226 | 323,974 | 320,736 | -18,490 | -5.5 | -3,238 | -1.0 |
| Daily Star | 836,556 | 864,315 | 793,487 | -43,069 | -5.1 | -70,828 | -8.2 |
| Sun | 3,026,556 | 2,974,405 | 2,904,180 | -122,376 | -4.0 | -70,225 | -2.4 |
| Total Daily | 10,604,859 | 10,177,342 | 10,000,358 | -604,501 | -5.7 | -176,984 | -1.7 |
Quality Daily Titles
- Three of the five broadsheets suffered fairly hefty YoY percentage drops in October – the Daily Telegraph; the Guardian; and The Times.
- The Independent saw a slight YoY and PoP decline and remains the lowest selling title in the category.
- The Financial Times also posted a small YoY drop but managed to increase sales by 3% PoP.
Mid-Market Daily Titles
- The Daily Express suffered the highest percentage declines out of the two mid-market titles.
- Despite posting both YoY and PoP falls, the Daily Mail retains a healthy circulation of more than 2.1 million copies.
Popular Daily Titles
- All but one of the titles in the red-top sector recorded YoY and PoP declines in October.
- Once again, the Daily Mirror posted the biggest YoY percentage loss, although The Sun lost the most sales (over 122,300 copies)
- There is little change in the positioning of the tabloids, with the Daily Record still sitting at the bottom of the market and The Sun dominating the top spot with 2.9 million copies.
Sunday Newspaper Market
The picture was much the same in the Sunday market, with all titles recording YoY declines in October.
There were also PoP losses across the board, although the Mail on Sunday and the Sunday Mirror managed to buck the trend with PoP increases.
National Newspaper ABC Figures – Oct 2010
| Sunday Titles | Oct-09 | Sep-10 | Oct-10 | YoY Actual Change | YoY % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Independent On Sunday. | 156,805 | 155,174 | 154,367 | -2,438 | -1.6 | -807 | -0.5 |
| Observer | 366,918 | 325,502 | 313,466 | -53,452 | -14.6 | -12,036 | -3.7 |
| Sunday Times | 1,192,464 | 1,091,869 | 1,058,333 | -134,131 | -11.2 | -33,536 | -3.1 |
| Sunday Telegraph | 588,469 | 507,860 | 506,391 | -82,078 | -13.9 | -1,469 | -0.3 |
| Mid Market | |||||||
| Mail On Sunday. | 2,116,114 | 1,969,990 | 2,037,232 | -78,882 | -3.7 | 67,242 | 3.4 |
| Sunday Express | 614,040 | 560,273 | 551,159 | -62,881 | -10.2 | -9,114 | -1.6 |
| Popular | |||||||
| Daily Star Sunday. | 364,667 | 371,457 | 347,642 | -17,025 | -4.7 | -23,815 | -6.4 |
| News Of The World | 3,064,672 | 2,948,328 | 2,812,005 | -252,667 | -8.2 | -136,323 | -4.6 |
| People | 552,163 | 532,420 | 508,496 | -43,667 | -7.9 | -23,924 | -4.5 |
| Sunday Mirror | 1,207,051 | 1,126,053 | 1,133,256 | -73,795 | -6.1 | 7,203 | 0.6 |
| Total Sunday | 10,223,363 | 9,588,926 | 9,422,347 | -801,016 | -7.8 | -166,579 | -1.7 |
Quality Sunday Titles
- All of the Sunday broadsheets suffered substantial YoY losses during the month, with the exception of the Independent on Sunday, which dipped just 1.6%.
- The Sunday Times lost the most sales (134,000), although still remains the most popular title in the sector with a total of more than one million copies.
- In terms of percentages, the Observer saw the highest YoY drop (14.6%).
Mid-Market Sunday Titles
- The Mail on Sunday managed to retain a healthy circulation of more than two million copies after recording a 3.4% PoP increase.
- In contrast, the Sunday Express suffered a fairly substantial fall over the year, taking it down to around 551,000 copies.
Popular Sunday Titles
- The Sunday Mirror was the only title in the tabloid sector to post an increase, up just 0.6% PoP. It remains in second place in the category with 1.1 million total copies.
- In terms of sales, News of the World saw the biggest drop, losing 253,000 copies. However, it is still able to boast the top Sunday spot with a total of more than 2.8 million.
- The People and the Daily Star Sunday lag a fair way behind the red-top leaders, with totals of around 500,000 and 348,000 respectively.
National Newspaper ABC Figures – May 2010 – Oct 2010
| Daily Titles | May 09 – Oct 09 | Apr 10 – Sep 10 | May 10 – Oct 10 | YoY Actual Change | YoY % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Daily Telegraph | 812,906 | 678,252 | 673,858 | -139,048 | -17.1 | -4,394 | -0.6 |
| Financial Times | 406,185 | 387,438 | 389,834 | -16,351 | -4.0 | 2,396 | 0.6 |
| Guardian | 323,393 | 283,597 | 281,670 | -41,723 | -12.9 | -1,927 | -0.7 |
| Independent | 192,383 | 186,322 | 185,438 | -6,945 | -3.6 | -884 | -0.5 |
| Times | 580,324 | 501,070 | 496,732 | -83,592 | -14.4 | -4,338 | -0.9 |
| Mid Market | |||||||
| Daily Express | 721,111 | 664,581 | 660,976 | -60,135 | -8.3 | -3,605 | -0.5 |
| Daily Mail | 2,177,600 | 2,118,819 | 2,123,886 | -53,714 | -2.5 | 5,067 | 0.2 |
| Popular | |||||||
| Daily Mirror | 1,321,044 | 1,235,559 | 1,231,726 | -89,318 | -6.8 | -3,833 | -0.3 |
| Daily Record | 344,624 | 326,780 | 325,214 | -19,410 | -5.6 | -1,566 | -0.5 |
| Daily Star | 865,388 | 837,748 | 833,017 | -32,371 | -3.7 | -4,731 | -0.6 |
| Sun | 3,063,667 | 2,983,240 | 2,974,939 | -88,728 | -2.9 | -8,301 | -0.3 |
| Total Daily | 10,808,625 | 10,203,406 | 10,177,290 | -631,335 | -5.8 | -26,116 | -0.3 |
National Newspaper ABC Figures – May 2010 – Oct 2010
| Sunday Titles | May 09 – Oct 09 | Apr 10 – Sep 10 | May 10 – Oct 10 | YoY Actual Change | YoY % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Independent On Sunday. | 160,621 | 159,232 | 157,112 | -3,509 | -2.2 | -2,120 | -1.3 |
| Observer | 389,123 | 324,786 | 321,967 | -67,156 | -17.3 | -2,819 | -0.9 |
| Sunday Times | 1,194,417 | 1,093,726 | 1,081,919 | -112,498 | -9.4 | -11,807 | -1.1 |
| Sunday Telegraph | 604,303 | 508,563 | 507,985 | -96,318 | -15.9 | -578 | -0.1 |
| Mid Market | |||||||
| Mail On Sunday. | 2,049,816 | 1,949,244 | 1,957,544 | -92,272 | -4.5 | 8,300 | 0.4 |
| Sunday Express | 633,608 | 568,491 | 564,927 | -68,681 | -10.8 | -3,564 | -0.6 |
| Popular | |||||||
| Daily Star Sunday. | 386,247 | 363,259 | 363,176 | -23,071 | -6.0 | -83 | -0.0 |
| News Of The World | 3,062,851 | 2,883,890 | 2,869,463 | -193,388 | -6.3 | -14,427 | -0.5 |
| People | 578,259 | 530,500 | 527,173 | -51,086 | -8.8 | -3,327 | -0.6 |
| Sunday Mirror | 1,230,638 | 1,139,982 | 1,141,394 | -89,244 | -7.3 | 1,412 | 0.1 |
| Total Sunday | 10,289,883 | 9,521,673 | 9,492,660 | -797,223 | -7.7 | -29,013 | -0.3 |