Qualities The ABC figures for the quality newspapers for December-May’92 show only the Financial Times increasing in circulation, up by just 0.8% year-on- year to 290,667.
All the other qualities experienced falls in circulation, notably the Observer, down 6.2% to 542,405, and the Independent, down 6.5% to 374,172. The Sunday Times recorded a loss of just 0.6% to 1,173,890, its circulation is more than double that of its closest rival the Sunday Telegraph.
Mid Markets The mid market dailies all recorded similar year – on – year losses in circulation for December-May’92. The Express fell 2.7% to 1,517,697, the Daily Mail fell 2.4% to 1,677,555 and Today fell 2.9% to 483,481.
The Sundays, on the other hand, continued to be the only national newspaper sector showing a steady increase in circulation. The Mail on Sunday rose by 2.2% to 1,974,680 and the Sunday Express rose by 3.6% to 1,679,305.
Populars All the populars again recorded drops in circulation against the previous year. The smallest was recorded by the Sunday Mirror, down 0.9% to 2,782,355, while the largest was recorded by the Sunday Sport, down by 12.2% to 324,772.
The People and the Daily Star also experienced substantial losses, down by 9.6% and 8.4% respectively.
General During May the Daily Express and Sun both scrapped their Monday sports sections that had been positioned in the centre of the newspapers. To compensate for this they extended the sports coverage at the back of the papers.
The Daily Telegraph launched a weekly supplement You & Your Family. The paper hopes that the new supplement, which appears on Fridays, will increase circulation by 10-12,000.
The Daily Mail introduced a new classified property section, also on Fridays, aimed at attracting advertising from private houseowners.
