February 2013 ABC's - SEO Ireland, Search Engine Optimisation, Media and Marketing Consulting

February 2013 ABC's

This month see a dose of reality in the figures, if not a slightly inflated dose. For the past few months there has been an absence of a comparison for the Sun on Sunday – which had the effect of distorting the market by somewhat overinflating it. However it was February 2012 that the Sun on Sunday first revealed itself with a none too flattering debut of 109,000. It means that February ’13 is the first month where we can compare the Sun to a figure for the previous year.  

It reveals that the paper has lost over 50,000 sales year on year. Granted the comparison is to the first edition figure which will normally have a large subscription.   

Again this month the tabloids in the morning take some punishment dropping 4,000 collectively over the month and 18,000 over the year. The Sun lost nearly 2,000 and is easing itself closer to dropping below the 60 mark (and I suggest the Daily Star might follow it shortly after).

The Sunday Market was up marginally, the Mail on Sunday adding 1,600 and the Sunday Mirror down nearly 2,000, which was a larger than normal drop for that title.

 sun tab Mor tab

Over the twelve months, close to 100,000 people have deserted the Sunday market, in one form or another. The two ways of doing that: quitting the market altogether or cutting back, once buying two papers now only one. That underlying disaster has always been there but it was masked by having the Sun (Sunday) figure and no figure to compare it against, thus distorting and inflating the real numbers.

However, spare a though for the Sun (Sunday) across the water. Launching at a figure of 3.213m it is now down to 1.912 a 40% decline year on year.

Title Feb-13 Feb-12 Jan-13 YoY MoM
Daily Mirror  55,614 58,114 56,842 -2,500 -1,228
Daily Record 491 632 459 -141 32
Irish Daily Star 67,051 76,514 68,213 -9,463 -1,162
The Sun 64,964 71,576 66,823 -6,612 -1,859
188,120 206,836 192,337 -18,716 -4,217
Daily Express 2,766 2,825 2,706 -59 60
Irish Daily Mail 51,409 50,548 51,272 861 137
The Daily Telegraph 2818 2,815 2,907 -2,815 -89
Financial Times 2,849 3,369 2,810 -520 39
The Guardian 2,996 3,277 3,213 -281 -217
i 776 515 756 261 20
The Independent 0 813 0 0 0
The Times 2,073 2,085 2,070 -12 3
Morning Market 253,807 273,083 258,071 -21,281 -4,264
Daily Star - Sunday 23,025 34,386 22,351 -11,361 674
The Sun/NotW 58,234 109,450 58,749 -51,216 -515
Sunday Mail 1,048 1,360 979 -312 69
Sunday Mirror 40,003 57,012 41,910 -17,009 -1,907
The People 16,591 24,803 16,980 -8,212 -389
Sunday Express 3,370 3,643 2,550 -273 820
Sunday Post 607 724 621 -117 -14
The Mail on Sunday 107,492 109,042 105,827 -1,550 1,665
Ind. on Sunday 0 1,331 0 0 0
The Observer 5,783 6,551 5,881 -768 -98
The Sunday Telegraph 2,666 2,879 2,697 -61 -31
The Sunday Times 102,464 108,599 600 -6,135 864
Sunday  Market 361,283 459,780 360,145 -97,014 1,138
Racing Post 0 5,374 0 -5,374 0
Total Market 615,090 738,237 618,216 -123,669 -3,126

 

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