November 2012 ABC Newspaper Circulation - SEO Ireland, Search Engine Optimisation, Media and Marketing Consulting

November 2012 ABC Newspaper Circulation

You really wouldn’t have to be working on algorithms to predict what was going to happen this month. November normally brings with it a slight dip in newspaper purchases, but this year’s seems to have been fairly dramatic for some publications.

The Tabloids dropped over 4,000 copies collectively with the Mirror (-1,800) and the Daily Star (-1,433) sharing most of that drop. The latter has now, for the first time in its fairly illustrious history, dropped sub 70,000. Over the years many of the Star journeys brought them into unchartered waters, and to great success in many cases, this circulation figure however is into territories better left unexplored.

The Tabloids sector here is sinking fast, faster than the market as a whole. Some of them are formulating a Plan B (like the Mirror iPad strategy) and for others it looks as if there is no plan at all. The mornings lost 4,000 month on month alone and 15,000 year on year and the Sunday’s ditched 6,000 copies month on month.      

Only one newspaper managed to gain in circulation – and that was 18 copies from The Times, hardly reason for celebration.  

The Sunday Sun looks as if it’s showing its true colours dropping over 4,000 in the month. The Daily Star on Sunday and the Sunday Mirror also we back roughly 1,500 each. But take heed as the Sunday figures are very misleading due to the absence of the News of the World in the comparative figure for 2011.

The Market is down nearly 3,000 on the year and 14,000 on the month. All looks fairly “ok” given the state of the economy and the newspaper market as a whole. But take out the confusing News of the World figure so we can compare like with like and you see that the market is down a staggering 65,000 papers year on year. With “Ho Ho Ho” looming – it’s not going to get any better. 

Title Nov-12 Nov-11 Oct-12 Y/Y Y/Y % M/M
Daily Mirror  55,354 57,020 57,191 -1,666 -2.9% -1,837
Daily Record 500 515 510 -15 -2.9% -10
Irish Daily Star 69,017 78,131 70,450 -9,114 -11.7% -1,433
The Sun 67,737 72,654 68,696 -4,917 -6.8% -959
192,608 208,320 196,847 -15,712 -7.5% -4,239
Daily Express 2,754 2,914 2,648 -160 -5.5% 106
Irish Daily Mail 49,081 49,450 50,039 -369 -0.7% -958
The Daily Telegraph 2,759 2,846 2,789 -87 -3.1% -30
Financial Times 2,913 3,445 3,057 -532 -15.4% -144
The Guardian 3,139 3,428 3,152 -289 -8.4% -13
i 480 777 -480 -777
The Independent 2,913 824 2,089
The Times 2,097 2,079 2,115 18 0.9% -18
Morning Market 258,264 273,786 261,424 -15,522 -5.7% -3,160
Daily Star - Sunday 22,659 36,978 24,168 -14,319 -38.7% -1,509
News of the World 62,560 66,762 62,560 -4,202
Sunday Mail 1,060 1,309 1,029 -249 -19.0% 31
Sunday Mirror 39,726 61,714 41,229 -21,988 -35.6% -1,503
The People 17,645 28,301 18,049 -10,656 -37.7% -404
143,650 128,302 151,237 15,348 12.0% -7,587
Sunday Express 3,195 3,991 3,640 -796 -19.9% -445
Sunday Post 636 738 654 -102 -13.8% -18
The Mail on Sunday 107,797 111,020 108,791 -3,223 -2.9% -994
Independent on Sunday 1,420 0 0.0%
The Observer 6,406 6,902 6,370 -496 -7.2% 36
The Sunday Telegraph 2,536 2,688 2,857 -152 -5.7% -321
The Sunday Times 101,851 110,164 102,447 -8,313 -7.5% -596
Sunday  Market 366,071 365,225 375,996 846 0.2% -9,925
Racing Post 5,345 5,852 5,340 -507 -8.7% 5
Total Market 629,680 644,863 642,760 -15,183 -2.4% -13,080

 

Tabloids 09 12

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