ABC Irish Newspaper Circulation April 2017

April newspaper circulation sees that the morning papers actually increased circulation month on month by just over 1,000. The tabloids held firm on March bar The Star who lost 600 copies. The Daily Mail added over 1,000 without tinkering too much with their bulk figure. The market was up 3% on the month and down 8% on the year. In the Sundays the tabloids as a group were up around 600 copies with the Sunday People the only title showing a deficit. The Mail on Sunday was up over 6,000 copies with about 1,000 of that from bulks, the rest were retail sales. The Sunday Times had a bad month, even on the face of it. They are back 2,800 copies on the previous month and that after they increase their bulks by just short of 1,000 copies. Sunday Market was up 1% and down 5% on the previous year. Title 17-Apr 16-Mar 16-Apr M/M Y/Y % M/M % Y/Y Daily Mirror 34,792 34,697 38,963 95 -4,171 0% -11% Daily Record 296 260 287 36 9 14% 3% Irish Daily Star 51,639 52,322 54,193 -683 -2,554 -1% -5% The Sun 56,806 56,724 59,779 82 -2,973 0% -5% Tabloids 143,533 144,003…


March 2017 ABC Newspaper Circulation

It’s not really surprising that Cheltenham helped the tabloids as it does every year. Collectively they are up 4,600 on February with The Sun taking the lion’s share of that adding 2,400 on the month. Outside that the Morning market was fairly quiet. The Sunday market doesn’t get a lift from Cheltenham. Nevertheless, there were a few changes. Collectively the tabloids were down just shy of 2,000. The Mail on Sunday was down 1,200 and The Sunday Times added 2,000, with the majority of the increase occurring in retail sales. Overall the market was up 3000 on the previous month it’s still back 35,000 on the same time last year. Title Mar-17 Feb-17 Mar-16 M/M Y/Y % M/M % Y/Y Daily Mirror 34,697 34,080 39,150 617 -4,453 2% -11% Daily Record 260 267 276 -7 -16 -3% -6% Irish Daily Star 52,322 50,718 57,239 1,604 -4,917 3% -9% The Sun 56,724 54,308 60,995 2,416 -4,271 4% -7% Tabloids 144,003 139,373 157,660 4,630 -13,657 3% -9% Daily Express 2,478 2,486 2,454 -8 24 0% 1% Irish Daily Mail 40,004 39,768 45,695 236 -5,691 1% -12%                 The Daily Telegraph 2,123 2,136 2,450 -13 -327…


February 2017 ABC Circulations

February ABC’s were released and it’s the usual swings and roundabouts. In the morning market, the Mirror and The Sun saw the biggest falls with the Daily Star managing to maintain roughly where it was last month. The Daily Mail’s decline can be partially attributed to a decline in bulks and to a lesser extend a decline in retail sales. The Daily Star on Sunday defied all odds and managed a 1,300 increase in sales whilst the Sun on Sunday and The Sunday Mirror felt a drop of roughly 700 copies each. The Sunday Times lost 1,500 over the counter as their bulks remains roughly the same as last month. Morning Market down 9,000 on the month and 16,000 on the year while the Sunday market is down 11,000 on the month and 33,000 on the year.   Title Feb-17 Jan-17 Feb-16 M/M Y/Y % Y/Y % M/M Daily Mirror 34,080 35,433 38,259 -1,353 -4,179 -4% -11% Daily Record 267 257 260 10 7 4% 3% Irish Daily Star 50,718 50,940 53,947 -222 -3,229 0% -6% The Sun 54,308 56,399 58,493 -2,091 -4,185 -4% -7% Tabloids 139,373 143,029 150,959 -3,656 -11,586 -3% -8% Daily Express 2,486 2,501 2,407 -15 79…

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World and Herald Editorial to merge

Interesting developments in IN&M where they have decided to combine the newsrooms of The Herald and Sunday World into a seven day operation “with a focus on news investigations, top quality sports journalism and entertainment”. This new setup will report to a “tabloid platform” editor who will be responsible for both the print and digital formats of both titles. The print and digital formats will retain their separate brand identities but their backroom operations will be merged and, interestingly, the titles are “likely to have its own editor under the new arrangement” – so no guarantees there. There’s no mention of the Daily Star in this arrangement and a notable omission I believe. It’s not that long back where there were rumors of the Daily Star and Sunday World editorial being merged which on the face of it would seem a better fit. The Daily Star’s position in the group seems to be very murky after the spat with Desmond over Royal nudity pics. IN&M still own 50% but, on the face of things, seems to have lost interest. IN&M received a dividend of €500,000 (excluding and charge they have for prepress, printing and what goes to Newspread in terms…

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Irish Newspaper Circulation July-Dec 2016 Island of Ireland Report

Probably the bellwether statistic of recent times is the rate of decline in circulation year on year. The Island of Ireland Report July-Dec 2016 shows that in the latter half of 2016 the Sunday and morning markets have reversed any small gains they had made in the last few years. You can clearly see from the graphic below that, whilst not setting the world alight, the most recent few reports show the market moving somewhat in the right direction and that the rate of decline was ‘improving’ or static at best. This report indicates that the market has fallen in 2016 and the rate of decline is back to where it was around 2012. Morning Publication JJ 2016 JJ 2015 Diff ‘000 Diff % Irish Independent 97,104 108,460 -11,356 -10.5% Irish Times 66,251 74,092 -7,841 -10.6% Examiner 30,090 32,648 -2,558 -7.8%           Daily Mirror 36,020 40,318 -4,298 -10.7% Irish Daily Star 51,200 55,408 -4,208 -7.6% The Sun 59,183 58,482 701 1.2% Tabloids 146,403 154,208 -7,806 -5.1%           Daily Express 2,573 2,627 -55 -2.1% Irish Daily Mail 42,077 46,019 -3,942 -8.6% Daily Telegraph 2,336 2,628 -292 -11.1% Financial Times 2,336 2,309 27 1.2%…


January 2017 ABC Circulations

As the Island of Ireland report hit the desk today I’m going to limit the analysis on the January monthly ABC’s!   A few notables are The Sunday Mirror and People did badly on the year on year. The Sunday Times is up 1%  as is The Sun Title Jan-17 Jan-16 Dec-16 Y/Y M/M % Y/Y %M/M Daily Mirror 35,433 38,765 34,503 -3,332 930 -9% 3% Daily Record 257 263 258 -6 -1 -2% 0% Irish Daily Star 50,940 52,930 48,395 -1,990 2,545 -4% 5% The Sun 56,399 55,767 55,269 632 1,130 1% 2% Tabloids 143,029 147,725 138,425 -4,696 4,604 -3% 3% Daily Express 2,501 2,367 2,449 134 52 6% 2% Irish Daily Mail 44,930 50,224 42,990 -5,294 1,940 -11% 5%                 The Daily Telegraph 2,287 2,475 2,324 -188 -37 -8% -2% Financial Times 2,412 2,285 2,395 127 17 6% 1% The Guardian 2,165 2,342 2,416 -177 -251 -8% -10% The Times 2,533 2,495 2,659 38 -126 2% -5% Morning Market 199,857 209,913 193,658 -10,056 6,199 -5% 3%                 Daily Star – Sunday 14,819 14,465 13,993 354 826 2% 6% The Sun on Sunday 52,412 54,211…

sunday 2016

ABC Circulation Newspaper Sales December 2016

The final chapter on 2016 with the ABC’s for December for a certain amount of papers – we have to wait until the 16th of next month to see the tally for the other papers. December is traditionally a slow month for papers and many of the days across the month are ‘excluded’ – an allowable feature where, due to circumstances like public holidays or a press failure you can remove those days from your average because of the poor sales. No surprises this month: the tabloids saw small falls reducing their combined sale for the month by 1,700. The Daily Mail added 1,600 – half from retail sales and half from multiple copy sales. The Sun on Sunday dropped back 1,600. The Mirror and People also fell, not in the same numbers. The People, with a figure of 8,670, looks like it will fall further in 2017 and you’d have to wonder at what point will it be jettisoned from the Irish Market. The Irish sale only represents 3% of the overall sale – is that enough to keep flogging a dead horse? The Mail on Sunday, is ostensibly, up 5,600 – almost all of that lift courtesy of…


ABC Circulation November 2016

Less than ten years ago the Irish Daily Star published their ABC cert for July December 2007. It turned in at 112,040 – a record high (or a new high at that point). The paper had been on a winning streak since 2001 when it first crossed the 100,000 threshold and stayed there until the last six months of 2009. November sees another benchmark for the title as it dips below 50,000 for the first time. I’m trying to single the paper out for special attention or trying to ridicule their efforts. I was in the salt mines when the paper breached 100,000, so their fall below 50,000 somehow resonates with me. Elsewhere in the morning market the Sun managed to drop 1,000 and The Mirror managed to how its own. The Irish Daily Mail fell 1000 and the morning were back 3,300 or 7% year on year. Turning to the Sunday Market there was little to report: The Daily Star on Sunday fell 1,000 and the Sunday Sun lost just shy of the same figure. The Sunday Times, according to the numbers, added 3,500 month on month. Their ‘single copy sale’ figure, the one excluding the multiples, was up…


UK NRS Data September 2016

It’s a bit much in terms of data, but none the less very interesting given the happenings across the pond over the last twelve months. The UK NRS readership data was released this week giving a plethora of data across various media where publications are available. It’s worth pointing out that the categories are not exclusive: print is not print only. A person answering that the saw a print edition of a paper may also have seen it via a PC or mobile/tablet. And the same applies across all categories. I’ve concentrated on print but want to pause at the overall market briefly. Every month, the newsbrands under the microscope here reach 49m people across all media in the UK and this year, mirroring markets elsewhere, mobile is the dominant medium. More people use their mobiles/tablets to access newsbrands than print whereas last year the reverse was true showing a definite shift in tastes. [tables don’t really like the ‘responsive web’! They refuse to conform – these tables just wont fit into a sensible screen size so you can download them here as a pdf]   Total   Print   PC   Mobile   Sep-16 Sep-15 Ch Ch   Sep-16…


ABC Circulation October 2016

“Another Day, another drop”. ABC for October are out and the ever repetitive story of newspaper sales continues. I’d reckon the market (as under the lamp here and not taking into account the laggards that have a bi-annual certificate) will be down 5% on the previous year, which bizarrely enough is an improvement on this time last year where the same papers were down in or around 8% at this point. So maybe the decline is slowing, but it’s still a decline and a five percent one! In the morning all the tabloids took a hit and The Sun took a big one down 3,000 copies on the month. The Daily Star was down shy of 2,000 and the Mirror down 1,300. Combined with the others the morning was down 6,000 or 8% on the year. The Sundays saw The Sunday Sun fall 2,600 on the previous month and the Mirror drop 1,400. The ‘winner’ this month was, ostensibly, the Sunday Times adding a hefty 4,000 onto its figure. However, once the tree is shook, 5,600 multiple copy sales fall out. Again, it’s within the rules and nobody likes the ‘hurler on the ditch’ but, to note, it’s a big…


September 2016 ABC Newspaper Circulation

The September ABC figures today do little to stir the digits into tapping the keys. All very much as expected with some of the gains made in the July/August period slowly dwindling away this month. The Sun fell back 1,500 but much of that was self-inflicted. At one point (May) they were running at near 2,000 copies per month in ‘bulks’ but this shrunk to 530 bulks for September and probably accounts for most of their fall. The Star and The Mirror held on to what they had last month and overall the tabloids were back just over 1,000 copies. In the Sunday market The Sun on Sunday showed some restraint and reduced its bulks to 600 copies accounting for all of its 1,000 drop. The Sunday Mirror dropped 3% on the month as did The People. The Sunday Times added over 1,000 on the month (2%) and the rest of the gains on other publications were small. Sunday market down 17,000 on the year, morning back 22,000.


August 2016 ABC Newspaper Circulation

If there’s one thing we learn from the figures this month, it’s that there’s a particular fickleness to tabloid readers. I said in June that the Sun’s €.50 promotion could have cost the company in the region of €600k in foregone revenue for that month. And you’d expect some ROI on that, but the figure for this month is 1,700 above May and a lonely 34 copies above April. The Star is on a downward trajectory (see graphic) coming in at 51,900, 600 down on the month. The Mirror manages to hang on to their previous months figure. The graphic also could indicate that the increase in The Sun’s circulation had a direct negative effect on the circulation of The Mirror – from which they have yet to recover. Overall the tabloids are back 6,000 on the month, 15,000 on the year. Like the sister paper, The Sun on Sunday dropped back 3,200 now that the cover price has doubled from its promotional price. On the bright side The Sunday Times made a decent recovery adding 2,419 on the month. Mornings down 21,000 and the Sundays down 36,000 on the year. Title Aug-16 Aug-15 Jul-16 Y/Y M/M % Ch Y/Y…

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ABC Jan-June 2016 Overview

If you ever find yourself at soiree, you know the ones where the Ferrero Rocher are tumbling about with reckless abandonment and you are asked ‘how’s the newspaper business in Ireland’ the most succinct answer, where your inquisitor will need to ask little else, is: “Every week we sell 1.5m less newspapers that we did five years ago”. The six month ABC’s were released today or the Island of Ireland Report as its otherwise known. The report shows that newspapers in Ireland are having a torrid time. The market, for National newspapers, is down 6.2% with the morning newspaper market down 5.6% and the Sunday market down 6.5%. The graphic below shows the rate of decline over the past few years and although the decline is slowing or levelling off, it’s still declining at a rate -6.2% per annum which would question the long term viability of newspaper publishing. Market JJ 2016 JJ 2015 Diff ‘000 Diff % Total Sunday 673,179 719,922 -46,743 -6.5% Total Morning 460,910 488,203 -27,293 -5.6%           Total Market* 1,145,064 1,220,403 -75,339 -6.2%   *The Morning Market includes The Herald, the total market also includes the Echo. In the graphic above the…

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ABC Jan-June 2016 Sunday Market

The Sunday Independent dropped below two hundred thousand to land on 199,000 and even 12,000 bulks couldn’t save them. They lost 14,000 over the year or 6.7% slightly above the overall Sunday Market decline. They further widened the gap between themselves and nearest rival, the Sunday World who had a bad first half dropping 15,000copies (unfortunate top spot accolade for that decline) over the year. It fell just shy of 9% of a decline but was eclipsed by the percentage falls of the Mirror and People. The Sunday Business Post, although falling 1,134 copies, did do the “least worst” as it fell by 3.5%, the smallest fall in percentage terms in the Sunday Market. In that were 1,000 multiples but that’s a marginal reduction on the previous year. Publication JJ 2016 JJ 2015 Diff ‘000 Diff % Sunday Independent  199,210 213,549 -14,339 -6.7% Sunday World 162,938 178,867 -15,929 -8.9% Sunday Business Post 31,364 32,498 -1,134 -3.5%           Daily Star Sunday 15,067 16,217 -1,150 -7.1% The Sun (Sunday) 57,820 53,047 4,773 9.0% Irish Sunday Mirror 26,628 30,601 -3,973 -13.0% The People 9,878 11,324 -1,446 -12.8% Total Tabloid 272,331 290,056 -17,725 -6.1%           Sunday…

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ABC Jan-June 2016 Morning Market

The top selling paper in the morning market remains the Irish Independent selling 102,000 every day down 7,000 (6%) on the previous year. It has nearly 17,000 in multiple copy sales, up slightly from last year, with 83.5% of its circulation figure ‘actively purchased’. The certificate also shows that it has 1,602 ‘digital subscriptions’, so there is a measure of migration in their 7,000 reduction in sales over the year with at least some of that moving to the digital platform. Its nearest rival is the Irish Times, in at 72,000, down 4,000 (5.5%) on the previous year. It too relies on the multiple copies to the tune of 10,000 every morning – up marginally on last year – and turns in an actively purchased figure of 86%. They also have a digital following, certified at 9,800 subscriptions every morning. Interestingly their cert gives a small geographic breakdown showing that 734 subscriptions are “Overseas (outside the UK/RoI)”. I didn’t have a preconceived number for their overseas figure but, given the flight of people from the country on the last five years, I thought it would have been higher. Publication JJ 2016 JJ 2015 Diff ‘000 Diff % Irish Independent 102,537…


ABC Circulation July 2016

Even if a few papers grace us with figures, the monthly figures still churn away. July ABC’s today and for many a tabloid it’s a drop from the previous month of European football. The Tabloids are down nearly 4,000 but looking at The Sun it would seem that their pricing promotion pad off this month in recruiting some purchasers as their post promotion July is higher than their pre-promotion May figure by 7,000. The Mail is back 5,000 on the month but you couldn’t attribute that to European football. The only notable in the Sunday market is the Sunday Sun down 6,000 on the price promotion but, like the daily, ahead on May before the promotion. The Mail on Sunday lost 5,000 on the month and the Sunday Times dropped again this time by 2,300.   Title Jul-16 Jul-15 Jun-16 Y/Y M/M % Ch Y/Y % Ch Y/Y Daily Mirror 36,589 41,236 35,993 -4,647 596 -11% 2% Daily Record 336 337 269 -1 67 0% 25% Irish Daily Star 52,493 55,480 53,513 -2,987 -1,020 -5% -2% The Sun 65,625 60,543 69,115 5,082 -3,490 8% -5% Tabloids 155,043 157,596 158,890 -2,553 -3,847 -2% -2% Daily Express 2,781 2,778 2,575 3 206…


ABC Test

The Sunday tabloids, in the main, fell below the Sunday market fall percentage. The Sunday Mirror and Sunday People by far underperformed compared to the market and are currently falling at a double digit pace at 13% each. Those are aggressive levels of decline especially for The People who are currently at just under 10,000 copies each Sunday. The Daily Star Sunday has all but given up on the Republic in terms of marketing, but still manages to find 15,000 customers to buy its product every Sunday. The Sunday Sun survived the drop felt by its direct competitors through a couple of factors I’d suggest. In June they ran a promotion halving the price of the publication to €0.50 throughout the month. The result was that it added just over 9,000 copies to their sales and 26% year on year for the month. So that one off promotion came just in time to be included in the six month figure. We are also dealing here with oranges and clementines. In the first six months of 2015, the period we are comparing to, the Sunday Sun had no multiple copy sales whatsoever. There’s obviously been a policy change of late as…


June 2016 Irish ABC Newspaper circulation

The figures today bring us to the halfway point in the year. Like last month, there are a few numbers below the surface distorting reality – which I’ll endeavour to bring to the surface. The most notable number is that of The Sun who had a sale of 69,000 for the month, an increase of 19% on the previous month. Initially, the paper declared it was going to run a €0.50 promotion throughout the Euro’s until the 10th June, coinciding with the cup final. However, they decided to stick with it for the whole of the month of July. A costly exercise for the month in terms of forgone revenue (which I’d estimate at €600k if they kept the retailer margin as it was in May), but paying dividends of a 19% increase in sales. The Daily Mail’s figure shows an increase of 4% on the previous month, however, does not reveal the 18% bulks in that figure. In June, one in five of their sales fell into the ‘Multiple Copy Sales ‘ category, whereas in May the same category accounted for 9% of the total sale, that’s why the increase is a noteworthy observation. The Daily Star increased is…

sunday may 2016

May 2016 ABC Circulation

May circulation figures arrived and the expression ‘swings and roundabouts’ has never been more appropriate. There seems to have been much movement in the figures and many of the stirrings are below the surface. The Daily Mirror stayed stationary in comparison to April at 39,000. The Sun dropped back 1,700 on the month but is still marginally ahead of last year.  Overall the tabloids were ahead by close to 3,000 on the month. In the Sunday market the big faller was the Sunday Times where it dropped 3,600 on the month to 73,419. Title May-16 May-15 Apr-16 Y/Y M/M % Ch Y/Y Daily Mirror 39,001 41,938 38,963 -2,937 38 -7% Daily Record 281 283 287 -2 -6 -1% Irish Daily Star 51,847 56,799 54,193 -4,952 -2,346 -9% The Sun 58,076 57,594 59,779 482 -1,703 1% Tabloids 149,205 156,614 153,222 -7,409 -4,017 -5% Daily Express 2,485 2,598 2,566 -113 -81 -4% Irish Daily Mail 46,173 51,561 44,633 -5,388 1,540 -10%               The Daily Telegraph 2,334 2,688 2,510 -354 -176 -13% Financial Times 2,234 2,398 2,334 -164 -100 -7% The Guardian 2,185 2,603 2,320 -418 -135 -16% The Times 2,591 2,447 2,568 144 23 6% Morning…

DM breakdown

ABC Newspaper Sales – a breakdown

It’s as good a time as any to examine the underlying conditions that account for newspaper sales in the ABC circulation figures and this month (May 2016) we have the whole spectrum of allowables in the various publications. Below is a table the papers who have “sales” that fall into categories other than single copy retails sales – i.e. sales that are occurring outside your normal retail environment. These are perfectly legitimate and come with some strict caveats set out by the ABC. Your normal Sale is “A copy sold to a retailer, on a sale or return basis, for resale as a single copy to a consumer”. Perfectly straightforward. Subscriptions: “A single copy sold and distributed to an individual or organisation for a contracted period”. Again easily understood. Multiple copies: Now this is where the ‘conspiracy theories’ about circulations numbers begin with comments like “sure, don’t they just give them away anyway”. Multiple copies are marshalled by the ABC to and a full account of them is given in the monthly ABC certificates. The definition: “Copies purchased by a third party from the publisher, delivered and made available for pick up or receipt by consumers”. So, you’re in, say,…