ABC National Newspaper Round-Up – November 2004

The Times saw its circulation rise during November, adding 3.2% on the previous month to give a total of just over 682,000 in its first full month as a tabloid-only newspaper, according to the latest figures from the Audit Bureau of Circulations.

The newspaper ditched its broadsheet edition at the end of October, and while several media commentators suggested at the time that it risked angering traditionalist readers, the move seems to have paid off as the title extends its circulation and appears to have largely avoided criticism (see Times Under Fire As Compact Edition Goes National).

Elsewhere the Times‘ principal compact rival, the Independent, saw a dip in its circulation, losing 0.9% on October’s total to give an overall figure of 262,293. Both newspapers joined forces recently to create a study into compact newspapers, providing definitive research into the format and attempting to boost advertiser confidence (see Times And Independent Join For Tabloid Research Project).

The Guardian saw its circulation rise by 0.3% on October’s total, giving a circulation of just over 377,000 for November. The newspaper is expected to reduce its size next year, adopting a Berliner format between the compact and broadsheet formats. The move could prove advantageous for the paper, as it attempts to ape the success of the Times and the Independent‘s format changes (see Guardian Considers Midsize Edition To Boost Sales).

Things were less rosy amongst the nation’s tabloid titles, with the Daily Mirror losing 2.5% of its circulation to give a total of just over 2.4 million, while rival News International’s Sun lost 2.9% but remained ahead overall with a circulation of over 3.2 million.

The People also suffered last month, losing a sizeable 8.1% of its circulation to dip below the psychologically important 1 million mark. The title now commands a circulation of just over 931,000. The Daily Star also floundered, losing 6% to a total circulation of 846,169.

Elsewhere the Mail on Sunday saw a healthy circulation increase, adding 8.3% to give a total of over 2.5 million, while arch rival the Sunday Express suffered a 0.8% decline in circulation to dip below the 1 million mark.

Quality Titles

The Independent continued to perform well in the six months to November, adding 17.2% to its circulation and notching up a total of 263,209. The paper was joined by only two other quality titles in achieving growth, with The Business and compact rival the Times both striding confidently into positive figures.

The Business saw impressive growth of 22.8% in the six months to November, laying claim to a total circulation of 213,392, while the Times notched up an increase of 4.7%, recording a total circulation of 659,547.

At the other end of the scale the Guardian saw the largest downturn in circulation, losing 3.2% in the same period. The paper now commands a total of 375,780.

Mid-Market

Richard Desmond’s Sunday Express continued to perform well in the six months to November, adding 4% to its circulation to break the previously elusive 1 million mark. The paper was joined in positive growth by rival weekend title, the Mail on Sunday.

The DMGT-owned title added just 0.7% to its circulation in the six months to November, but fared better than its weekday counterpart which lost 1.8% in the same period. The Mail on Sunday currently commands a circulation of almost 2.4 million, while the Daily Mail rides slightly higher at 2.41 million.

Popular Titles

The popular newspaper market suffered circulation declines across the board during November, with the Sunday Sport sustaining the largest hit, losing 14.5% of its circulation in the six months to November to a total of just under 157,000.

The People also lost heavily, shedding 8.7% and teetering dangerously close to the 1 million mark. The Daily Mirror also failed to impress, dipping by 7.7% to arrive at a total circulation of just under 1.8 million.

Metro Titles

Associated Newspapers’ Metro titles maintained their growth trend during November, adding 5.4% to their total certified distribution with only Metro Scotland and Metro North West seeing distribution decline.

The newspaper now enjoys a total distribution of just under 940,000, with the most growth achieved in London as the paper notched up a 10% increase.

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