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.