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 sale on the month and the Daily Mirror felt the wrath of The Sun promotion dropping 3,000 on the month or 8%.
In the Sunday Market the pricing was the main contributory factor to the gains and falls – amongst the tabloids at any rate. Like the daily, The Sun on Sunday continued the price promotion across the month and managed a 26% increase on the previous month to 66,700. The Mirror and People paid the price and dropped 18% and 14% respectively during the promotion.
The Mail on Sunday, like the daily, also availed of the ‘Multiple Copy Sales ‘ this month with 15% of the sale in that category, up from 3% the previous month.
The Sunday Times added 2,500 bringing them up to just shy of 76,000 and all the pricing and the smoke and mirrors availed of this month meant a 2% increase in the Sunday Market year on year. I reserve the applause.
|Title||Jun-16||Jun-15||May-16||Y/Y||M/M||% Ch Y/Y||% Ch Y/Y|
|Irish Daily Star||53,513||55,719||51,847||-2,206||1,666||-4%||3%|
|Irish Daily Mail||48,199||58,949||46,173||-10,750||2,026||-18%||4%|
|The Daily Telegraph||2,386||2,648||2,334||-262||52||-10%||2%|
|Daily Star - Sunday||15,313||15,693||15,386||-380||-73||-2%||0%|
|The Mail on Sunday||85,309||85,121||81,104||188||4,205||0%||5%|
|The Sunday Telegraph||2,232||2,376||1,956||-144||276||-6%||14%|
|The Sunday Times||75,967||78,187||73,419||-2,220||2,548||-3%||3%|
Correction 27/07/16 amended Daily Star Figure.