ABC National Newspaper Round-Up – May 2003

Month on month analysis of the latest ABC figures revealed a mixed picture of newspaper circulation, as consumers turned their back on newspapers following the climax of the conflict in Iraq.

Last month’s big story was the Daily Mirror, which experienced the biggest actual increase in circulation, which added 36,429 following a substantial decline last month. The title has received criticism for its un-wavering anti-war stance and commentators have attributed the papers rising circulation to more showbuisiness exclusives and light-hearted gossip.

The paper’s reversal of fortunes gave editor, Piers Morgan the opportunity to answer his critics, he commented: “The ABCs demonstrate the strength of the Daily Mirror brand. We continue to be a very successful, highly profitable, multi-award-winning newspaper. As ever, the Daily Mirror is committed to seriously good journalism across the board, from hard news to showbiz, gossip and sport. We write about what matters.”

Elsewhere, the summer silly season was already in full swing amongst the tabloids during May and the Daily Star continued to increase its circulation with its mixture of show business and reality TV gossip. The title increased its circulation by 0.8% rising to 856,389. The Daily Star Sunday also put in a solid performance, with a 4.7% increase in circulation which rose to 485,454.

In the mid market the Daily Express also experienced a solid increase in circulation, which rose 10,971 month on month to 955,993. The title is continuing to benefit from OK spin off show business stories. The Daily Mail also experienced an increase in circulation, which rose 0.5% to 13,147.

Elsewhere, in the broadsheet market there were a number of key decliners as the public interest in Iraq diminished as the conflict ended. The Observer saw its circulation decline by 11,956 to 443,526. Both the Times, the Daily Telegraph and the Sunday Times also suffered from the post-war fall-out.

Quality Market

May’s ABC circulation figures painted a bleak picture of circulation in the broadsheet market with the majority of titles experiencing notable declines in circulation. Overall circulation in the broadsheet market declined by 2.5%, a drop of 217,007.

The sectors biggest decliner, in both actual and percentage terms, was the Daily Telegraph, which saw its circulation decline by 71,721 year on year in spite of a million pound marketing campaign and major redesign. The paper remained below the key 1 million mark, although its recent circulation weakness has been exacerbated by its decision to axe bulk sales, a practice which many believe artificially inflates newspaper’s circulation figures. The Sunday Telegraph also received bad news, shedding 52,974 copies year on year. Notable declines were also seen at the Times, which saw circulation decline by 51,010 year on year despite introducing new supplements such as Public Agenda. There was some good news in the sector for the Guardian, which has benefited from its comprehensive coverage of the unfolding conflict in Iraq. The paper saw its circulation increase by 0.6% year on year to 403,580. The Observer also experienced a solid 1% year on year increase in circulation which rose to 456,269.

Over at the pink papers new kid on the block, The Business continues to make its mark on the sector. The paper, which has received praise for its hard hitting coverage of illicit corporate behaviour, saw its circulation increase by 18.8% year on year to 15,152. However, the Financial Times continued to slump, with circulation falling by 27,733.

Mid Market

The seemingly irrevocable rise of the Daily Mail and the Mail On Sunday continued during the six months ending May 2003. The two titles, heralded as the voice of middle England, easily maintained their position as sector leaders.

The Daily Mail saw its circulation increase by 20,786 to almost 2.5 million, while the Mail On Sunday rose 0.9% year on year to just under 2.4 million.

The Express titles also performed well, The Sunday Express added 88,500 to its circulation which rose t0 940,938.

Popular Market

The popularity of the Daily Star continued unabated in the six months ending May 2003, with the title rising 31.5% year on year. The title, which is famed for virtually ignoring current affairs in favour of celebrity tittle tattle, boobs and gossip, confirmed the popularity of the traditional tabloid format, adding 202,107 to its circulation.

Meanwhile, the Daily Mirror, a title which ditched its red top tabloid mast head and increased its focus on hard news experienced a 115,303 year on year decrease in circulation which fell to 2,004,873.

News International’s Sun put in a solid performance, with circulation increasing by 3.4% to 3,515,788.

Metro Titles

Associated Newspaper’s Metro free sheet continued to benefit from its monopoly of the London tube network, increasing its circulation by 53,247 year on year.

Although the title experienced slight declines in other regions overall the Metro title increased its circulation by 6.1% adding 50,761 to bring its total circulation up to 886,141.