ABC National Newspaper Round-Up – June 2003

Month on month analysis of the latest ABC circulation figures for June reveals a mixed picture of the national newspaper market, which saw overall circulation slip to just over the 26 million mark, as the so-called summer silly season kicked in.

The majority of titles saw circulation decline with the notable exception of the Sunday Times, which experienced a 3.1% month on month increase to 1,376,394.

In the tabloid market, Richard Desmond’s Daily Star continued increase in popularity. The title’s trademark mix of celebrity gossip and sport helped it to see circulation rise by 1.6% to 869,884.

Elsewhere, the Daily Mirror, saw circulation fall by 0.8% month on month to 1,948,870. Commentators have placed the tabloid favourite under immense scrutiny following its high profile anti-war stance. The Sun also experienced a 0.3% fall in circulation month on month to 3,509,100.

There was more bad news in the broadsheet sector, where both the Daily Telegraph and the Sunday Telegraph experienced significant month on month declines in circulation, despite extensive marketing activity. The Daily Telegraph saw a 1.2% month on month decline in circulation, which remained below the key 1 million mark.

The Guardian also suffered from the seasonal decline in newspaper sales, with a 2.4% month on month drop in circulation to 387,188. The Observer slipped by 0.2% during the same period to 442,638.

Quality Market

The latest ABC results brought less than impressive news to the broadsheet sector, which saw its overall circulation decline by 4.3% year on year in the six months to June 2003.

The biggest decline in actual terms was experienced by the Daily Telegraph, which shed 76,902 copies year on year, bringing its circulation down to 927,672.

However, one bright spot in an otherwise gloomy market was provided by the new pink paper on the block, The Business, which continued to benefit from its hard hitting coverage of the illicit corporate behaviour that has dominated the headlines over the past few months. The paper’s circulation increased by 13% year on year to 97,384.

In contrast, the Financial Times saw circulation slip by 5.1% year on year in the six months to June. It is unlikely that the decline, which saw the paper shed 24,651 copies, can be solely attributed to the continued cull of city workers.

Other notable exceptions to the sector’s broader decline were the Guardian and the Observer, which both witnessed slight increases in circulation. The former saw a 0.1% year on year rise in circulation which reached 401,918 and the latter rose by 0.3% year on year to 455,164.

Mid Market

In contrast to the losses amongst broadsheet titles, the latest ABC circulation figures for the six months to June 2003 brought more positive news to mid market titles.

In actual terms, the biggest year on year increase in circulation was experienced by the Sunday Express, which continues to benefit from its use of OK’s celebrity stories. The paper added 83,573 to its circulation in the six months to June, taking it to 83,573. The Daily Express also saw a solid year on year increase, with circulation rising by 2.2% to 948,637. The Daily Mail continued to hit a chord with its largely middle-class readership, with a 0.7% increase in circulation in the six months to June.

Popular Market

The latest ABC results brought mixed news to the increasingly volatile tabloid newspaper sector, which saw its overall circulation increase by a modest 0.7% year on year in the six months to June.

In real terms, Trinity Mirror’s People experienced the biggest year on year decline in circulation, which fell by 216,448 copies to 1,120,222. However, at the other end of the scale, Richard Desmond’s Daily Star continued its seemingly unstoppable rise, with a solid 30.2% year on year increase in circulation to 851,999.

The Sun also experienced a solid year on year increase in circulation, which improved by 2.5% year on year to 3,526,187. However, the News Of The World did not fare so well, with a 2% year on year decline in circulation to 3,526,187.

The Daily Mirror also recorded a less than impressive performance with a 6.5% year on year decline in circulation, which remained below the key 2 million mark at 1,989,174 in the six months to June.

Metro Titles

The latest ABC results revealed a fairly static picture of circulation amongst Associated Newspaper’s Metro titles.

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