Cheltenham was the only event to bring a smile to tabloid newspaper executives with the Star and Sun adding a few copies this month on the back of the festival. Surprisingly The Mirror didn’t see any payout from the horses and they actually lost 300 odd copies month on month.

The Daily star did exceptionally well adding 2,300 to its figure and the Sun added 1,400. But the uplift will be fleeting and April will see these sales disappear. The festival is a big investment for the tabloids in terms of resources and newsprint and each passing year it’s simply not having the same bang for its buck like in the ‘good times’.

The strength of the tabloids means that the morning market increased by 1% on the month but are down 7% year on Year.

The Sundays don’t get the lift that the morning titles do in March, with most of them showing a decline month on month. The Sun on Sunday, The People and Sunday Times are the exception to that rule this month.

The Daily Star Sunday is feeling the strain as it has declined 18% year on year, the biggest decrease in the market after the Daily Record*. There’s plenty of speculation this month about a possible sale of the Star and Star on Sunday to Trinity Mirror which could have serious implications on the Irish Daily Star and its JV with IN&M in that the JV might (legally) expire under new owners.     

The Sunday Times managed a small increase and, it couldn’t be overlooked, the Sunday Mirror landed bang on 30,000. If I were cynical….!

*Some time back I mentioned that the Record was pulling out of the market and this nugget was picked up elsewhere. In that other article they staunchly denied any notion of leaving the market… And today they are 27% below where they were in March ’14. I’d suggest that something is happening their distribution and, although they may not be pulling out, it certainly smacks of bowing out gracefully.

Title Mar-15 Mar-14 Feb-15 Y o Y M o M Y % +/- M % +/-
Daily Mirror  44,130 50,113 44,348 -5,983 -218 -12% 0%
Daily Record 292 401 303 -109 -11 -27% -4%
Irish Daily Star 59,608 60,327 57,277 -719 2,331 -1% 4%
The Sun 57,808 61,005 56,345 -3,197 1,463 -5% 3%
Tabloids 161,838 171,846 158,273 -10,008 3,565 -6% 2%
Daily Express 2,571 2,740 2,507 -169 64 -6% 3%
Irish Daily Mail 45,173 50,901 46,824 -5,728 -1,651 -11% -4%
               
The Daily Telegraph 2,550 2,656 2,522 -106 28 -4% 1%
Financial Times 2,357 2,480 2,404 -123 -47 -5% -2%
The Guardian 2,496 2,744 2,521 -248 -25 -9% -1%
i              
The Independent              
The Times 2,272 2,137 2,242 135 30 6% 1%
Morning Market 219,257 235,504 217,293 -16,247 1,964 -7% 1%
               
Daily Star - Sunday 15,943 19,468 16,574 -3,525 -631 -18% -3%
The Sun/NotW 53,309 56,101 52,553 -2,792 756 -5% 1%
Sunday Mail 813 899 795 -86 18 -10% 2%
Sunday Mirror 30,000 35,867 30,204 -5,867 -204 -16% -1%
The People 12,033 13,699 11,800 -1,666 233 -12% 2%
               
Sunday Express 3,106 3,494 3,164 -388 -58 -11% -2%
Sunday Post 477 525 492 -48 -15 -9% -3%
The Mail on Sunday 90,032 100,128 92,190 -10,096 -2,158 -10% -2%
               
Independent on Sunday              
The Observer 4,861 5,459 4,909 -598 -48 -11% -1%
The Sunday Telegraph 2,248 2,567 2,176 -319 72 -12% 3%
The Sunday Times 84,073 96,732 83,753 -12,659 320 -13% 0%
Sunday  Market 296,895 334,939 298,610 -38,044 -1,715 -11% -1%
               
Total Market 516,152 570,443 515,903 -54,291 249 -10% 0%