December is always a bad month for sales and this year is no different. The tabloids took a beating last month dropping 10,000 over the month. The big faller was The Mirror leaving 5,600 behind on November. The Sun fell into the 50’s pit for the first time and The Daily Star hung on by a very narrow 400 copies. With the inclement weather we had last month, I can’t expect that these figures will rebound as much as they have historically in January.

In the Sunday market the Sun lost over 3000 on the month with the rest of the tabloids holding onto what they had in November. The Sunday Times slipped again, this time by over 2,000 and leaves it on 92,000. 

The “Annus horribilis” award goes jointly to the same stable: Sunday People -16% Daily Mirror -15% Sunday Mirror –14% all compared to December 2012. 

If we were commenting on a fast passed industry, I’d be analysing the final six month ABC figures for the market as a whole. But we’re dealing with some sections of the print media still clinging to the ideals of the Gutenberg press, so it will be next month before we have all the data necessary to complete the Irish Newspaper picture for 2013.

Title Dec-13 Dec-12 Nov-13 Y/Y M/M
Daily Mirror  47,376 55,913 53,002 -8,537 -5,626
Daily Record 420 477 418 -57 2
Irish Daily Star 60,327 66,941 63,746 -6,614 -3,419
The Sun 59,606 65,714 60,756 -6,108 -1,150
167,729 189,045 177,922 -21,316 -10,193
Daily Express 2,736 2,689 2,821 47 -85
Irish Daily Mail 50,901 48,672 51,182 2,229 -281
The Daily Telegraph 2,783 2,802 2,697 -19 86
Financial Times 2,529 2,865 2,506 -336 23
The Guardian 3,017 3,175 2,956 -158 61
i
The Independent 0
The Times 2,097 2,065 2,056 32 41
Morning Market 231,792 251,313 242,140 -19,521 -10,348
Daily Star – Sunday 20,207 23,360 20,302 -3,153 -95
The Sun/NotW 53,163 56,749 56,263 -3,586 -3,100
Sunday Mail 903 1,055 878 -152 25
Sunday Mirror 35,082 40,716 35,690 -5,634 -608
The People 14,044 16,688 14,658 -2,644 -614
Sunday Express 3,268 3,458 3,211 -190 57
Sunday Post 549 627 553 -78 -4
The Mail on Sunday 100,128 106,851 101,910 -6,723 -1,782
Independent on Sunday
The Observer 5,574 6,220 5,598 -646 -24
The Sunday Telegraph 2,444 2,559 2,461 -115 -17
The Sunday Times 92,233 98,132 94,522 -5,899 -2,289
Sunday  Market 327,595 356,415 336,046 -28,820 -8,451
Racing Post 5,580
Total Market 559,387 607,728 578,186 -48,341 -18,799