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

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

David Abraham attacks Malone and Murdoch in MacTaggart lecture

David Abraham attacks Malone and Murdoch in MacTaggart lecture

David Abraham, the chief executive of Channel 4 has taken aim at the Liberty Global chairman, John Malone, Viacom and BSkyB in the MacTaggart lecture in Edinburgh this evening.

Share
Smith replaces Weston at Clear Channel

Smith replaces Weston at Clear Channel

Clear Channel has hired Mark Smith, the planning operations director at Kinetic, in the new role of agency director, replacing Ged Weston, who is joining Eye Airports as sales director.

Share
Advertisers and agencies get ready for The X Factor

Advertisers and agencies get ready for The X Factor

With the public so interested in the judges, is the new series destined to be a success with brands, Maisie McCabe asks.

Share

Get news by email