ABC National Newspaper Round-Up: November 2010
Daily Newspaper Market
Circulation figures were down across the board in November, with the daily newspaper market posting a 5.3% decline on last year’s figures.
The total daily market was also down 1.6% on October’s numbers, with every single title seeing a drop in circulation.
The Sunday newspaper market fared just as badly – down 7% YoY and 2.3% PoP.
National Newspaper ABC Figures – Nov 2010
| Daily Titles | Nov-09 | Oct-10 | Nov-10 | YoY Actual Change | YoY % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Daily Telegraph | 744,151 | 655,006 | 652,762 | -91,389 | -12.3 | -2,244 | -0.3 |
| Financial Times | 401,072 | 401,898 | 400,699 | -373 | -0.1 | -1,199 | -0.3 |
| Guardian | 305,240 | 276,428 | 270,582 | -34,658 | -11.4 | -5,846 | -2.1 |
| Independent | 186,557 | 182,412 | 177,636 | -8,921 | -4.8 | -4,776 | -2.6 |
| Times | 563,262 | 479,107 | 466,311 | -96,951 | -17.2 | -12,796 | -2.7 |
| Mid Market | |||||||
| Daily Express | 685,195 | 642,695 | 639,690 | -45,505 | -6.6 | -3,005 | -0.5 |
| Daily Mail | 2,148,571 | 2,129,328 | 2,100,885 | -47,686 | -2.2 | -28,443 | -1.3 |
| Popular | |||||||
| Daily Mirror | 1,260,019 | 1,215,081 | 1,177,629 | -82,390 | -6.5 | -37,452 | -3.1 |
| Daily Record | 323,051 | 320,736 | 303,031 | -20,020 | -6.2 | -17,705 | -5.5 |
| Daily Star | 823,476 | 793,487 | 756,686 | -66,790 | -8.1 | -36,801 | -4.6 |
| Sun | 2,958,502 | 2,904,180 | 2,898,113 | -60,389 | -2.0 | -6,067 | -0.2 |
| Total Daily | 10,399,096 | 10,000,358 | 9,844,024 | -555,072 | -5.3 | -156,334 | -1.6 |
Quality Daily Titles
- Once again, the Telegraph, The Times and the Guardian all posted substantial YoY declines during November
- The Financial Times was the least affected by the downward trend, dipping just 0.1% YoY and 0.3% PoP
- The Daily Telegraph remains the most popular title in the quality sector with a total circulation of 653,000
Mid-Market Titles
- The Daily Mail retained a healthy circulation of 2.1 million copies despite recording small YoY and PoP declines
- The Daily Express suffered a 6.6% percentage fall over the year but managed just a slight 0.5% dip on last month’s figures
Popular Daily Titles
- The Sun holds on to its crown as the most popular daily newspaper with a total circulation of 2.9 million despite posting a 2% YoY decrease
- The Daily Star suffered the highest YoY percentage loss in the red-top sector, although the Daily Mirror lost the most actual sales (over 82,000 copies)
Sunday Newspaper Market
The picture was much the same, if not worse, for the Sunday newspaper market, which saw a 7% decline on last year’s circulation figures.
There were losses across the board, with just one title (Guardian News & Media’s Observer) managing a small PoP increase.
Sunday Newspaper ABC Figures – Nov 2010
| Sunday Titles | Nov-09 | Oct-10 | Nov-10 | YoY Actual Change | YoY % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Independent On Sunday. | 156,517 | 154,367 | 150,931 | -5,586 | -3.6 | -3,436 | -2.2 |
| Observer | 372,669 | 313,466 | 315,316 | -57,353 | -15.4 | 1,850 | 0.6 |
| Sunday Times | 1,171,457 | 1,058,333 | 1,052,414 | -119,043 | -10.2 | -5,919 | -0.6 |
| Sunday Telegraph | 577,201 | 506,391 | 501,430 | -75,771 | -13.1 | -4,961 | -1.0 |
| Mid Market | |||||||
| Mail On Sunday. | 2,071,526 | 2,037,232 | 1,985,333 | -86,193 | -4.2 | -51,899 | -2.5 |
| Sunday Express | 594,517 | 551,159 | 545,475 | -49,042 | -8.2 | -5,684 | -1.0 |
| Popular | |||||||
| Daily Star Sunday. | 354,386 | 347,642 | 331,564 | -22,822 | -6.4 | -16,078 | -4.6 |
| News Of The World | 2,923,355 | 2,812,005 | 2,753,599 | -169,756 | -5.8 | -58,406 | -2.1 |
| People | 533,782 | 508,496 | 502,656 | -31,126 | -5.8 | -5,840 | -1.1 |
| Sunday Mirror | 1,148,244 | 1,133,256 | 1,070,062 | -78,182 | -6.8 | -63,194 | -5.6 |
| Total Sunday | 9,903,654 | 9,422,347 | 9,208,780 | -694,874 | -7.0 | -213,567 | -2.3 |
Quality Sunday Titles
- The Observer was the only title in the Sunday market to record an increase – gaining 1,850 sales during November
- However, the Observer (and the Sunday Telegraph and Sunday Times) posted fairly significant YoY losses
- The Independent on Sunday suffered the least, with a small 3.6% YoY decline and a 2.2% PoP drop
- The Sunday Times remains the most popular title in the sector with a total circulation of more than one million copies
Mid-Market Sunday Titles
- The Mail on Sunday retained a healthy circulation of just below two million copies, despite posting both YoY and PoP declines
- The Sunday Express saw a fairly substantial YoY loss – down 8.2% – but managed just a small 1% drop PoP
Popular Sunday Titles
- Sales fell across the board in the red-top market – with all of the Sunday tabloids posting fairly significant YoY declines
- The News of the World suffered the most substantial actual loss over the year (down almost 170,000 copies) but still remains the most popular Sunday title with a total of more than 2.75 million copies
- The Sunday Mirror also saw sales fall both YoY and PoP but managed to keep its circulation above the one million mark.
National Newspaper ABC Figures – Jun 2010 – Nov 2010
| Daily Titles | Jun 09 -Nov 09 | May 10 -Oct 10 | Jun 10- Nov 10 | Actual Change | % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Daily Telegraph | 799,213 | 673,858 | 666,898 | -132,315 | -16.6 | -6,960 | -1.0 |
| Financial Times | 404,735 | 389,834 | 390,030 | -14,705 | -3.6 | 196 | 0.1 |
| Guardian | 318,913 | 281,670 | 277,135 | -41,778 | -13.1 | -4,535 | -1.6 |
| Independent | 189,780 | 185,438 | 182,870 | -6,910 | -3.6 | -2,568 | -1.4 |
| Times | 576,211 | 496,732 | 489,206 | -87,005 | -15.1 | -7,526 | -1.5 |
| Mid Market | |||||||
| Daily Express | 715,925 | 660,976 | 657,261 | -58,664 | -8.2 | -3,715 | -0.6 |
| Daily Mail | 2,170,531 | 2,123,886 | 2,125,292 | -45,239 | -2.1 | 1,406 | 0.1 |
| Popular | |||||||
| Daily Mirror | 1,311,288 | 1,231,726 | 1,222,337 | -88,951 | -6.8 | -9,389 | -0.8 |
| Daily Record | 340,534 | 325,214 | 321,301 | -19,233 | -5.6 | -3,913 | -1.2 |
| Daily Star | 862,649 | 833,017 | 822,627 | -40,022 | -4.6 | -10,390 | -1.2 |
| Sun | 3,059,328 | 2,974,939 | 2,968,767 | -90,561 | -3.0 | -6,172 | -0.2 |
| Total Daily | 10,749,107 | 10,177,290 | 10,123,724 | -625,383 | -5.8 | -53,566 | -0.5 |
Sunday Newspaper ABC Figures – Jun 2010 – Nov 2010
| Sunday Titles | Jun 09 -Nov 09 | May 10 -Oct 10 | Jun 10- Nov 10 | Actual Change | % Change | PoP Actual Change | PoP % Change |
|---|---|---|---|---|---|---|---|
| Quality | |||||||
| Independent On Sunday. | 159,000 | 157,112 | 155,072 | -3,928 | -2.5 | -2,040 | -1.3 |
| Observer | 384,256 | 321,967 | 318,132 | -66,124 | -17.2 | -3,835 | -1.2 |
| Sunday Times | 1,191,005 | 1,081,919 | 1,071,867 | -119,138 | -10.0 | -10,052 | -0.9 |
| Sunday Telegraph | 598,082 | 507,985 | 506,233 | -91,849 | -15.4 | -1,752 | -0.3 |
| Mid Market | |||||||
| Mail On Sunday. | 2,050,721 | 1,957,544 | 1,967,824 | -82,897 | -4.0 | 10,280 | 0.5 |
| Sunday Express | 627,450 | 564,927 | 561,424 | -66,026 | -10.5 | -3,503 | -0.6 |
| Popular | |||||||
| Daily Star Sunday. | 385,455 | 363,176 | 359,241 | -26,214 | -6.8 | -3,935 | -1.1 |
| News Of The World | 3,062,735 | 2,869,463 | 2,853,290 | -209,445 | -6.8 | -16,173 | -0.6 |
| People | 570,929 | 527,173 | 523,514 | -47,415 | -8.3 | -3,659 | -0.7 |
| Sunday Mirror | 1,219,945 | 1,141,394 | 1,129,385 | -90,560 | -7.4 | -12,009 | -1.1 |
| Total Sunday | 10,249,578 | 9,492,660 | 9,445,982 | -803,596 | -7.8 | -46,678 | -0.5 |