It’s a pattern that is mirrored nearly year - a boost in August and a drift back to normality in September when the gloss has gone off the first few weeks of the soccer season.

The morning market was down -4% this month back from a +4% increase in September. The composition, in this analysis, of the morning market is dominated by the tabloids, the cohort most susceptible to the goings on in the Premier League.

The Sundays continued on the downward trajectory back -3% on the month – the Sunday Mirror and People having a bad month.

Overall market down 3% on the month, 12% on the year.

Title Sep-18 Aug-18 Sep-17 M/M Y/Y % M/M % Y/Y
Daily Mirror 28,691 30,219 32,170 -1,528 -3,479 -5% -11%
Daily Record 259 307 290 -48 -31 -16% -11%
Irish Daily Star 45,017 46,559 49,782 -1,542 -4,765 -3% -10%
The Sun 52,612 54,303 56,969 -1,691 -4,357 -3% -8%
Tabloids 126,579 131,388 139,211 -4,809 -12,632 -4% -9%
Daily Express 2,303 2,443 2,593 -140 -290 -6% -11%
Irish Daily Mail 30,727 32,068 37,761 -1,341 -7,034 -4% -19%
               
The Daily Telegraph 1,968 2,074 2,132 -106 -164 -5% -8%
Financial Times 2,204 2,113 2,318 91 -114 4% -5%
The Guardian 2,029 2,077 2,172 -48 -143 -2% -7%
The Times 6,796 6,955 10,089 -159 -3,293 -2% -33%
Morning Market 172,606 179,118 196,276 -6,512 -23,670 -4% -12%
               
Daily Star - Sunday 13,370 13,780 14,908 -410 -1,538 -3% -10%
The Sun on Sunday 49,585 50,530 54,217 -945 -4,632 -2% -9%
Sunday Mail 685 825 750 -140 -65 -17% -9%
Sunday Mirror 19,543 20,642 22,620 -1,099 -3,077 -5% -14%
The People 7,174 7,596 8,192 -422 -1,018 -6% -12%
               
Sunday Express 2,680 2,874 2,975 -194 -295 -7% -10%
Sunday Post 333 345 512 -12 -179 -3% -35%
The Mail on Sunday 56,190 58,802 73,926 -2,612 -17,736 -4% -24%
               
The Observer 4,115 4,281 4,326 -166 -211 -4% -5%
Sunday Telegraph 1,575 1,664 1,699 -89 -124 -5% -7%
The Sunday Times 71,210 71,835 75,079 -625 -3,869 -1% -5%
Sunday Market 226,460 233,174 259,204 -6,714 -32,744 -3% -13%
               
Total Market 399,066 412,292 455,480 -13,226 -56,414 -3% -12%

An Aside!

Something that's a little worrying - should the trend continue; the annual rate of change for the market, in general, has hovered in or around 8% - give or take a newspaper. However, over the past few months, this has fallen into double digits. Let’s not sound the Claxton and dive under the desks just yet – but it’s a digit that should be monitored.

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