NEWSPAPER ABCs: Sun on Sunday loses 2-1 advantage over Sunday Mirror

In a small victory for Trinity Mirror, August marked the first month in 12 years that a rival News International Sunday title did not sell more than double the Sunday Mirror's circulation.

Sunday nationals: Sun on Sunday records sixth consecutive month of decline
Sunday nationals: Sun on Sunday records sixth consecutive month of decline

The News of the World's dominance over the Sunday Mirror dates back to 1999, save for the month of May 2000, according to the Audit Bureau of Circulations (ABC).

However, The Sun on Sunday lost 1.1% of its circulation between July and August, its sixth straight month of decline since it sold 3.2 million in its first week in February.

The 2,133,616 copies it shifted last month were more than half a million fewer than the News of the World managed, before it was closed in July 2011.

By contrast, the Sunday Mirror is now selling slightly more than it was then, after a 2.2% rise from July to 1,101,206 copies.

A Trinity Mirror spokesman put the rise down to the paper's Olympics coverage and an expose of Twitter paedophiles in one edition.

While The Sun on Sunday’s arrival in February took away the gains the Mirror had made in the absence of the News of the World, the £1 Trinity Mirror title has since stood firm against the onslaught from Rupert Murdoch’s 50p Sun.

In another sign that News International's iron grip on the Sunday market is loosening, the same shift in the relative circulations of The Sunday Times and The Sunday Telegraph occurred for the first time since July last year.

The former has outsold the latter by more than two to one in most months since the beginning of 2009.

With the two papers going head to head in their Olympic Games coverage, the Sunday Times registered its lowest circulation this year while the Sunday Telegraph registered its highest.

The Sunday Times slipped 0.5% on July to 914,685 copies, while The Sunday Telegraph added 1.6% to reach 463,733 copies.

At the overall market level, Sunday newspapers shifted only 0.3% more copies in August than in July, which as with the daily market, showed the lack of a hoped-for Olympic bounce.

This could be put down to seasonality, although last year the increase between July and August was 1.5%.

All Sunday papers lost circulation compared with August 2011.

For the full figures see our interactive story and table.

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


PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.


Get news by email