Newspaper ABCs May: Quality titles perform best in run-up to general election

Daily Market

In the month running up to the general election, the quality market performed best – with both the Daily Telegraph and The Times managing to increase their daily circulation by 2.5% period-on-period (PoP) in May, while i was up 1.2%.

The Times also boosted its circulation by 4.3% year-on-year, an extra 18,800 copies.

The Financial Times and Guardian – which is set to become a tabloid newspaper next year – however, both recorded small declines compared with the previous month (-0.9% and -0.5%, respectively).

Popular market title Daily Mirror performed worst, with circulation sliding -5.9% PoP – a loss of 40,800 copies. It is also the worst performing title year-on-year, with circulation down -17% (132,500).

Meanwhile, the Sun was down -2.5% PoP and Daily Star down -2%.

Overall the daily market was down -1.1% over the period and -5% over the year.

Sunday Market

Similar to its daily counterpart, the Sunday Times performed best and managed to increase its circulation both over the period (3%) and the year (3.2%). It now sells 802,900 copies.

In comparison, The Observer – also in the quality market – was down -2.1% PoP and -6% YoY.

Sunday Mirror posted the biggest period decline, down -3.8% PoP, while Daily Star Sunday recorded the biggest yearly decrease in circulation, down -22.7% YoY.

Overall the market was down -0.4% PoP and -9% YoY.

London Free Press

In the month that George Osborne took up his new role as editor, the London Evening Standard managed to boost its circulation by 2.9% – an extra 25,000 copies. It currently flogs a little over 903,300 – the same as this time last year.

There was little change elsewhere over the month, however Metro (London) was up 17.7% year-on-year (an extra 135,400 copies) while City A.M. was down -6.6% YoY (-6,400).

Overall the free market was up 1.1% PoP and a healthy 7.3% YoY.