October ABC’s were released earlier and there are no real surprises. The morning tabloids took a 3% hit on the month but the Sunday tabloids had a decent month. The Mail on Sunday gained 7% or 4,000 copies on the month. The people also managed to add 7% albeit 500 copies.

Beneath all the numbers is the worrying underlying trend of the year on year difference. For the past five monthly sets of figures, the year on year difference has fallen into double digits. Again, it’s not time to sound the claxon and dive under the desks, but, however, it’s a figure that is worth watching. You can see from the accompanying chart that you have to go back some way to try and see when it last threatened the double digit zone.

(the two spikes can be explained 1) the world cup 2) a decent month as it was August and comparing titles with bulks who didn’t the previous year!)

diff 2018 

 

Title Oct-18 Sep-18 Oct-17 M/M Y/Y % M/M % Y/Y
Daily Mirror 27,723 28,691 31,564 -968 -3,841 -3% -12%
Daily Record 241 259 271 -18 -30 -7% -11%
Irish Daily Star 43,425 45,017 47,892 -1,592 -4,467 -4% -9%
The Sun 51,480 52,612 56,560 -1,132 -5,080 -2% -9%
Tabloids 122,869 126,579 136,287 -3,710 -13,418 -3% -10%
Daily Express 2,100 2,303 2,387 -203 -287 -9% -12%
Irish Daily Mail 30,102 30,727 36,326 -625 -6,224 -2% -17%
               
The Daily Telegraph 1,858 1,968 2,047 -110 -189 -6% -9%
Financial Times 2,184 2,204 2,327 -20 -143 -1% -6%
The Guardian 1,940 2,029 2,064 -89 -124 -4% -6%
The Times 6,679 6,796 9,888 -117 -3,209 -2% -32%
Morning Market 167,732 172,606 191,326 -4,874 -23,594 -3% -12%
               
Daily Star - Sunday 12,126 13,370 15,006 -1,244 -2,880 -9% -19%
The Sun on Sunday 49,147 49,585 53,501 -438 -4,354 -1% -8%
Sunday Mail 757 685 736 72 21 11% 3%
Sunday Mirror 20,349 19,543 22,251 806 -1,902 4% -9%
The People 7,683 7,174 7,930 509 -247 7% -3%
               
Sunday Express 2,570 2,680 2,935 -110 -365 -4% -12%
Sunday Post 342 333 484 9 -142 3% -29%
The Mail on Sunday 60,226 56,190 76,481 4,036 -16,255 7% -21%
               
The Observer 4,167 4,115 4,295 52 -128 1% -3%
The Sunday Telegraph 1,556 1,575 1,701 283 157 18% 9%
Sunday Times 71,779 71,210 75,686 569 -3,907 1% -5%
Sunday Market 230,702 226,460 261,006 4,242 -30,304 2% -12%
               
Total Market 398,434 399,066 452,332 -632 -53,898 0% -12%