NEWSPAPER ABCs: Mixed month for dailies as Indy nears 100,000 copy level

March proved a mixed bag for daily newspapers, according to the latest ABC data, as The Independent's bulk reduction strategy pushed it down to 100,672 copies.

The Independent: headline circulation hits 100,672
The Independent: headline circulation hits 100,672

The Sun pulled back circulation after a substantial fall in February, rising 1.3% to 2,614,725 copies. In similar circumstances the Daily Mail added 0.4% to 1,952,524 copies.

However, their rivals were hit by back-to-back monthly falls. The Daily Mirror dropped 1.7% in March to 1,083,938 copies after a 1.8% fall in February and the Daily Express fell 3.3% in March to 558,513 copies after a 1.6% fall in February.

In the "national morning quality" category the main movers were The Independent, down 4.3%, and its cut-price stablemate i, up 3.5%.

Their opposing directions of travel are exacerbated by Independent Print's strategy of gradually transferring bulks – free copies typically used for sampling titles – from one to the other.

Between March last year and March this year bulks on The Independent have been reduced from 73,810 to 29,630 while bulks on i have been pumped up from 7,770 to 62,510.

The Independent's headline circulation (including paid-for and bulk copies) is down 44.7% in the same period from 181,934 to 100,672.

The i, which Independent Print has backed with advertising campaigns, is up 59.7% from 171,415 to 273,793, its highest level to date.

The overall daily newspaper market is down 7.4% over the same period to 9,086,036 copies, with a 0.1% rise on February.

National newspaper ABC figures: Daily Titles
  Monthly Monthly Monthly Avg Circ  
  Circ Circ Circ    
Daily Titles Mar-12 Feb-12 Mar-11 Other Multiple
        countries copies

Daily
Mirror

1,083,938 1,102,810 1,155,895 33,851 -
Daily
Star
617,305 617,082 699,216 5,239 -
The Sun 2,614,725 2,582,301 2,817,857 20,539 -
Daily
Express
558,513 577,543 620,616 13,237 -
Daily
Mail
1,952,524 1,945,496 2,039,731 86,218 118,231
The Daily 576,378 578,774 626,416 12,861 -
Telegraph          
Financial 319,381 316,493 381,658 221,498 32,013
Times          
The
Guardian
217,190 215,988 261,116 - -
i 273,793 264,432 171,415 - 62,510
The 100,672 105,160 181,934 589 29,630
Independent          
The Times 394,102 397,549 446,109 18,628 -

Follow Daniel Farey-Jones on Twitter @danfareyjones

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