National Newspaper ABC Round-Up – November 2001

The latest data from the Audit Bureau of Circulation shows that the circulation of national newspapers fell in a month on month comparison during November. Overall circulation for the market was down 2.9%, with all but a couple of titles seeing reductions compared to October.

Among the exceptions was the Financial Times, which managed a month on month increase of 2.2%, or around 10,000 readers. The Mail on Sunday, already one of the highest circulating national titles, saw a very modest increase of 0.1%, representing just over 2,500 copies, which was nevertheless a good performance in a difficult month.

The worst hit in terms of percentage change was the Independent on Sunday, which shed almost 25,000 or 9.5% from its circulation, to 235,359. However, in the tabloid market, both the Mirror and the Sunday Mirror dropped over 100,000 in a month on month comparison, while losses at the News of the World topped 180,000.

Quality Market A year on year analysis of the quality market for the six months to November shows mixed results, although overall growth in circulation was at 1.7%. GMG titles the Guardian and the Observer both saw fairly significant increases in circulation. The former added 5% or 19,634 to reach 415,514, while the latter saw an increase of 8.2% or 36,252 to reach 477,127.

The weekday versions of the Times and the Telegraph saw small decreases year on year, but the worst performance was from the Independent on Sunday, which lost 2.2% of its circulation, dropping 5,577.

Mid Market The same story continues in the mid market, as the Sunday Express shed 9.8% or just under 100,00 of its circulation in the year on year analysis. The Daily Express was similar, losing 88,000 or 8.4%. The Express titles’ losses appear to be the Mail titles’ gains, as both put on around 100,000 or around 4% to their circulation compared to the six months to November 2000. The circulation for the sector as a whole therefore remained fairly static, growing just 0.3% year on year.

Popular Market The popular market saw a year on year decrease overall of 1.8%. However, there were a couple of titles which significantly bucked the downward circulation trend. One was the Daily Star, which saw a 14.4% increase of 78,587, taking circulation well above 600,000. Sport First saw an increase of 16.4%, representing 11,729, which takes the circulation of the title, which launched in 1998, to 83,120.

The largest loss of circulation was at the Sunday People, which saw its total reduced by 7.5% or 113,146. However, with a circulation of just under 1.4m, it remains among the top five tabloids by circulation.

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