National newspaper ABCs: September 2016

Despite unprecedented world events, the daily newspaper market failed to record many gains throughout September.

The latest ABC circulation figures reveal that the entire market was down -0.8%, with only the Financial Times, the Guardian and Metro (full UK footprint) boosting sales.

The FT was up 2.3%, period on period, while the Metro was up 1.6% and the Guardian up 0.2% (just 387 copies).

Meanwhile, every title in the mid- and popular markets recorded declines. The Daily Star was worst hit, down -3.6%, followed by the Daily Express (-2.5%) and the Daily Record (-2.2%).

The Sun, still the best selling daily title with a circulation of almost 1.7m, was down -1.5%, while the Daily Mail was down -1.2% with a total circulation of 1.52m.

Over the year, only three titles managed to boost sales. The Times was up 12.1%, flogging an extra 47,500 copies – no doubt helped by mopping up some Independent readers and Remainers fleeing Brexit leaning papers such as the Daily Telegraph.

The i was up 4.6%, year-on-year, adding an extra 12,800 copies, and the the Daily Star was up a healthy 18% following a reduction in price to just 20p.

Over the last year, the entire daily market has dropped -2.9%.

Sunday market

The quality market fared best in September with both its monthly and yearly circulation figures – with two titles bucking the month’s downward trend.

The Sunday Times managed the biggest boost, with a 0.7% increase securing an extra 5,600 copies, followed by the Observer, up 0.4% (801 copies).

The Sunday Telegraph, however, also in the quality market, recorded a -2.2% decline over the month – taking an 8,100 hit to overall sales.

The Sunday Express and Sunday Post were down -2.5% and -2.7%, respectively. However, the biggest decline belonged to the Daily Star Sunday in the popular market which saw sales slide -5.6% (16,800 copies).

Despite the monthly decline, The Daily Star managed an impressive 13.8% year on year increase – the only title to record a boost in yearly circulation – undoubtedly attributed to the decision to slash its cover price from £1 to 50 pence this time last year.

Meanwhile, Sunday People was down -2%, Sunday Mail down -1.9% and Sun on Sunday down -1.2%.

In the last year, mid-market title Sunday Post has lost more than a fifth of its circulation (-21.1%); however, the majority of the heaviest declines belong in the popular market, led by Sunday Mirror (-14.6%).

Overall the Sunday market was down 1.2% period on period and -5.7% year on year.

Free press (London market)

London’s free press witnessed a modest monthly gain in September, with circulation increases at both the Evening Standard and Metro boosting the overall market by 2.6% (an extra 43,500 copies to be cleaned up from empty train carriages).

The Evening Standard was up 3.8% compared with the previous month (32,300 copies) and also 2.3% over the year, while a 1.5% period increase boosted Metro circulation by 11,600.

Meanwhile, City A.M. was down fractionally compared with the previous month (-0.4%, 322 copies), it took a much more severe hit over the year – with a -12.1% decline knocking off 12,500 from its total circulation.