National newspaper readership figures for December 1998 paint a rather dismal picture of this particular market sector, much like last month. The total readership of all national newspapers fell year on year by 6.3%.
The Daily Mail and The Mirror are again the only titles to increase their readership year on year. The Independent On Sunday and The Sunday People lost the largest proportion of readers, falling 13.9% and 15.4% respectively.
The Sun sustained the largest actual loss of readers, its total shedding 772,000 readers and The News Of The World remains the national newspaper with the highest readership, checking in at 10.8 million for the last month of 1998.
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