This month sees The Sun and The Daily Star dip below the sixty marks and the Mirror roots itself solidly into the forties. I’ve never made any bones about it – but I’m a huge fan of tabloids, but by no means a tabloid apologist when they over step the mark – as they have on numerous occasions.

The dip this month is particularly worrying for that group of papers. I appreciate dropping below sixty is purely psychological, but it has the ability to affect people within a struggling news brand. Selling a publication with a circulation of (say) 61,000 is marginally easier than selling one with a circulation of 59,000! The three tabloids are down 14,000 on the year an there seems to be no letup in the pace of their decline. Furthermore, I’d suggest that there no real fall-back for them – the tabloid reader doesn’t do digital as seen in the numerous NRS surveys in the UK.     

The Sunday tabloids were not bullet proof either. The Daily Star Sunday is now at 19,000, the Sunday Mirror falls to 34,700 and The People is now at 13,000. The Sunday Times struggled again this month with a decline of 3,500 on the month dropping them to 86,000, a 4% decline on the month.

Fairly bleak reading and best captured in the tables and graphs below.   

Title Jun-14 Jun-13 May-14 Y/Y M/M % Ch Y/Y
Daily Mirror  47,704 53,364 49,465 -5,660 -1,761 -10.6%
Daily Record 417 480 418 -63 -1 -13.1%
Irish Daily Star 59,753 64,485 61,231 -4,732 -1,478 -7.3%
The Sun 59,200 63,743 61,149 -4,543 -1,949 -7.1%
  167,074 182,072 172,263 -14,998 -5,189 -8.2%
Daily Express 2,826 2,920 2,764 -94 62 -3.2%
Irish Daily Mail 51,714 51,520 50,231 194 1,483 0.4%
             
The Daily Telegraph 2,761 2,883 2,708 -122 53 -4.2%
Financial Times 2,333 2,586 2,457 -253 -124 -9.8%
The Guardian 2,717 3,033 2,752 -316 -35 -10.4%
i            
The Independent            
The Times 2,259 2,143 2,257 116 2 5.4%
Morning Market 231,684 248,034 235,432 -15,473 -3,748 -6.2%
             
Daily Star - Sunday 19,847 22,624 19,709 -2,777 138 -12.3%
The Sun/NotW 54,822 57,385 56,379 -2,563 -1,557 -4.5%
Sunday Mail 869 974 856 -105 13 -10.8%
Sunday Mirror 34,763 39,093 35,394 -4,330 -631 -11.1%
The People 13,313 15,971 12,918 -2,658 395 -16.6%
             
Sunday Express 3,527 3,591 3,332 -64 195 -1.8%
Sunday Post 517 591 531 -74 -14 -12.5%
The Mail on Sunday 100,040 102,236 100,052 -2,196 -12 -2.1%
             
Independent on Sunday            
The Observer 5,140 5,678 5,307 -538 -167 -9.5%
The Sunday Telegraph 2,534 2,807 2,489 -273 45 -9.7%
The Sunday Times 86,590 92,817 90,146 -6,227 -3,556 -6.7%
Sunday  Market 321,962 343,767 333,535 -21,805 -5,151 -6.3%
             
Racing Post            
Total Market 553,646 591,801 506,272 -37,278 -8,899 -6.3%