Mirror Retains Daily No. 2 Spot Despite Loss Of Bulk Sales

Latest national newspaper figures, released by ABC, show that the overall market has declined by over 900,000 copies (3.3%) year on year.

July was the first month to operate under the ABC’s new audit procedures which have been drawn up to end disputes over bulk sales copies (see ABC Attempts To Put An End To Bulk Sales Bickering). Disputes have been taking place particularly between the Mirror Group, which distributes copies of the Mirror, in bulk, to Ladbrokes shops, and News International’s circulation director, Ian West who claimed that such distribution was a ploy by Mirror Group to bolster circulation figures.

However, despite the new ABC rules which discount such circulation, the Mirror has lost relatively few copies year on year for the period February-July 1998, down only 0.98%. Month on month the title sold an extra 35,000 copies. Only the two Mail titles and the News Of The World equalled or bettered this.

National Newspaper June 1998 Month On Month ABC Comparisons

Mirror Group will be pleased with the report as it means that the Mirror retains its position as the UK’s second biggest-selling daily newspaper, after the Sun, which lost 4.5% circulation year on year for the February-July period.

However, the Daily Mail continues to close the gap on the Mirror selling an average of 2.31 million in the last six months, compared to the Mirror‘s 2.33 million.

Year on year the Financial Times reported the greatest relative gain in circulation, up 12.8% to 357,000 copies, but lost considerably month on month. The Times and Sunday Times also managed slight gains year on year, but lost a lot of circulation between June and July.

National Newspaper February-July 1998 Year on Year ABC Comparisons

The Independent‘s slump continues, unabated by the arrival of new editor Simon Kellner, as does the Express which former Indy editor, Rosie Boycott, took control of in April.

As the methodology for national newspaper supplements changed in July this year, ABC advises caution when comparing figures for national newspapers and their supplements with earlier periods which were audited under the old rules.