The NRS figures released for the period July to August 1996 showed that the Financial Times had the largest percentage increase (6.67%) for all national newspapers. Circulation for the FT increased from 779,000 to 831,000. The Times showed no change at all remaining on a circulation figure of 1,924,000 despite employing various pricing strategies during the summer. The quality title which suffered the most was the Guardian which decreased from 1.2 million to 1.18 million (decrease of 8.52%). The Sunday Telegraph was the best performing Sunday title with an increase of 6.43% to 2.06 million readers.
Quality Nationals
% Change March-Aug 96
July 96
Aug 96
The Times
0
1,924,000
1,924,000
Daily Telegraph
4.86
2,467,000
2,587,00
Observer
-6.5
1,352,000
1,264,000
Guardian
-8.52
1,290,000
1,180,000
Financial Times
6.67
779,000
831,000
Independent
4.07
909,000
946,000
In the mid-market section the Daily Mail performed exceptionally well with a 200,000 increase in readership to 5.42 million (3.82%). The only other increases in the mid-market section came from the Sunday Express and the Mail On Sunday at 1.13% and 0.28% respectively.
Mid-Market
% Change March-Aug-96
July 96
Aug 96
Daily Mail
3.82
5,228,000
5,428,000
Daily Express
-0.38
2,883,000
2,872,000
Sunday Titles
% Change March-Aug 96
July 96
Aug 96
Sunday Telegraph
6.43
1,943,000
2,068,000
Independent On Sunday
3.46
923,000
955,000
Sunday Times
3.14
3,913,000
4,036,000
Sunday Express
1.13
3,597,000
3,638,000
Sunday Sport
0.95
842,000
850,000
Sunday Mirror
-1.32
7,372,000
7,274,000
News of the World
-1.51
11,724,000
11,562,000
People
-1.75
5,288,000
5,195,000
The Daily Mirror had an increase of 1.06% from 6.49 million to 6.56 million and was the only popular daily with any significant increase. Interestingly the Sun decreased by 1.90% to 10.51 million. Both titles were the subject of price wars in the summer *(Tabloid Price War?)
The NRS website can be accessed in the Media Village by clicking here.
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