Quality Newspapers The November’91 ABC figures for the quality newspapers show only The Independent on Sunday increasing circulation year-on-year, with all the other titles losing circulation.
Once again sales for The Times and The Independent fell most. The Times recorded a loss of 8.0% and The Independent a loss of 10.5%. Smaller falls were experienced by The Financial Times (-0.7%), The Observer (-0.4%) and The Sunday Times (-0.6%).
The six-monthly circulations for June- November’91 show a similar pattern although The Observer did record an increase of 1.5%.
November ABCs
| ‘000 | %Ch/ | Jun- | % | |
|---|---|---|---|---|
| Nov’91 | Nov’90 | Nov’91 | N-J’90 | |
| D.Tel | 1061 | -2.3 | 1059 | -1.7 |
| FT | 293 | -0.7 | 287 | -0.9 |
| Guard | 418 | -5.4 | 411 | -2.8 |
| Times | 389 | -8 | 389 | -8.3 |
| Indep | 376 | -10.5 | 375 | -8.9 |
| Obsv | 553 | -0.4 | 556 | 1.5 |
| S.Tel | 563 | -4.9 | 568 | -4.3 |
| S.Time | 1181 | -0.6 | 1150 | -1 |
| IoS | 379 | 3.6 | 376 | 9.3 |
The Meal average monthly pagination figures for November’91 show almost all the quality newspapers increasing their proportion of display advertising on November’90.
Both the Business and Review sections of The Independent on Sunday increased their proportions of colour advertising by 4 percentage points. Colour advertising for the main section remained stable and all three sections increased their mono advertising.
The Guardian increased its proportion of mono advertising by 4 percentage points to 19% and the Sunday Times rose by 3 percentage points to 23%. Meal Ave Monthly Pagination – November
| Mono Disp(%) | Col Disp(%) | |||
|---|---|---|---|---|
| 91 | 90 | 91 | ||
| D.Tel | 21 | 22 | 5 | 4 |
| FT | 23 | 21 | 6 | 6 |
| Guard | 15 | 19 | 3 | 3 |
| W/E Grd | 7 | 10 | 2 | 2 |
| Times | 18 | 19 | 3 | 4 |
| Tms Rev | 9 | 2 | 44 | 26 |
| Indep | 21 | 22 | 5 | 4 |
| Obsv | 23 | 25 | 3 | 5 |
| S.Tel | 22 | 24 | 3 | 4 |
| S.Tms | 20 | 23 | 4 | 6 |
| S.Tms Rv | 14 | 18 | 9 | 2 |
| IoS Main | 29 | 31 | 6 | 6 |
| IoS Bus | 23 | 27 | 1 | 5 |
| IoS Rev | 6 | 7 | 21 | 25 |
The FT was the only title not to show an improvement, with mono display falling 2 percentage points and colour display remaining the same as last year.
Mid-Market Newspapers Among the mid-market newspapers the Sunday titles once again faired best, with The Mail on Sunday increasing its circulation by 7.1% and The Sunday Express increasing by 0.5%.
The Daily Express and Daily Mail both lost circulation, The Daily Express fell by 5.8% and The Daily Mail fell by 2.7%. Following a slight reprieve in October The Evening Standard has once again lost circulation year-on-year, falling by 3.7% on Novemebr’90.
November ABCs
| ‘000 | %Ch/ | Jun- | % | |
|---|---|---|---|---|
| Nov’91 | Nov’90 | Nov’91 | N-J’90 | |
| D.Exp | 1483 | -5.8 | 1540 | -3.7 |
| D.Mail | 1679 | -2.7 | 1692 | -0.7 |
| Today | 447 | -14.7 | 467 | -15.5 |
| E.Stnd | 513 | -3.7 | 484 | -4.3 |
| S.Exp | 1614 | 0.5 | 1657 | -1.2 |
| MoS | 2048 | 7.1 | 1944 | 1.7 |
The Sunday Express was the only title to increase its display advertising pagination on November’90. Mono advertising for the paper rose by 8 percentage points to 43% and colour advertising rose by 3 percentage points to 7%.
The Daily Express, Daily Mail and Mail on Sunday all recorded losses of 2 percentage points for mono advertising.
Meal Ave Monthly Pagination – November
| Mono Disp(%) | Col Disp(%) | |||
|---|---|---|---|---|
| 90 | 91 | 90 | 91 | |
| D.Exp | 32 | 30 | 4 | 5 |
| D.Mail | 30 | 28 | 4 | 4 |
| Today | 25 | 20 | 6 | 6 |
| E.Stnd | 23 | 3 | ||
| S.Exp | 35 | 43 | 4 | 7 |
| S.Ex(2) | 27 | 7 | ||
| MoS | 37 | 35 | 4 | 5 |
Popular Newspapers The November circulation figures offer no sign of a recovery for the popular newspapers with all titles continuing with their downward trend. The smallest loss in this group was experienced by The Sunday Mirror, which fell 1.0% on November’90. The largest loss was recorded by The People, which fell 14.8% to 2156,000.
November ABCs
| ‘000 | %Ch/ | Jun- | % | |
|---|---|---|---|---|
| Nov’91 | Nov’90 | Nov’91 | N-J’90 | |
| D.Mirr | 2878 | -5.5 | 2897 | -7.2 |
| D.Star | 827 | -7.6 | 850 | -8.2 |
| Sun | 3605 | -5.5 | 3893 | -5.3 |
| NoW | 4732 | -5.7 | 4848 | -4.5 |
| S.Mirr | 2831 | -1 | 2815 | -3.6 |
| S.Sport | 350 | -8.1 | 368 | -11.1 |
| People | 2156 | -14.8 | 2241 | -13.2 |
The Meal pagination figures show all the popular newspapers increasing their proportion of colour display advertising on November’90. Notably The News of the World rising by 12 percentage points to 13% and The Sun rising by 4 percentage points to 9%.
The Sunday Mirror gained 6 percentage points to 10% and The Daily Mirror 2 percentage points to 9%.
All the popular titles did exerience a loss in mono advertising, however, their colour increases more than made up for this. Meal Ave Monthly Pagination – November
| Mono Disp(%) | Col Disp(%) | |||
|---|---|---|---|---|
| 90 | 91 | 90 | 91 | |
| D.Mirr | 27 | 24 | 7 | 9 |
| Star | 27 | 27 | 3 | 4 |
| Sun | 23 | 18 | 5 | 9 |
| NoW | 35 | 27 | 1 | 13 |
| D.Mirr | 33 | 31 | 4 | 10 |
| People | 27 | 23 | 2 | 6 |
