Daily Mail Overtakes Mirror In Latest ABC Figures

As admitted by the Mirror Group last week, the Mirror has for the first time fallen behind the Daily Mail in terms of circulation. During September the Mail sold 2.42 million copies, compared to the Mirror‘s 2.38 million.

Circulation across the broadsheet market was down by 3.3% to 5.63 million copies – a loss of 191,000 copies on April-September 1997. The drop in the quality market’s circulation was spread fairly evenly across the papers, with only the Financial Times and the Sunday Times recording any increase at all.

As with previous months, the mid market story remains the same year on year: the Mail titles continue to improve circulation at the expense of the two Express newspapers. This pattern is also true month on month, where the Mail On Sunday reported the largest circulation growth across all the national newspapers.

The popular market continues to decline in this set of ABC figures, both year on year and month on month, although the losses are relatively slight. Overall, the market dropped by almost 830,000 copies compared to April-September 1997. However, this only accounts for 5.7% of the market.

The biggest was suffered by the Sunday Mirror, down by 12.2%, taking its circulation to just over two million. The News Of The World continues to lead the market.

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