ABC Irish Newspaper Circulations September 2013

Just to recap – there are two distinct ABC reports – a monthly report, in which twelve morning newspapers available in Ireland subscribe to and equally twelve of the Sunday’s provide data for. Three mornings and three Sundays only provide data on a six monthly basis to complete the lofty sounding ‘Island of Ireland’ report, a report which is given acres of space in print and way too much weight – and I stand guilty as accused on that front.

The monthly data correlates very highly with the overall market and should be given equal provenance. However, the argument would be that if you are part of the 49% of the morning market and 40% of the Sunday that slovenly produces data on a half yearly basis, why give prominence to titles that produce timely monthly data?Anyway..

This month News UK (f.k.a News international) had a bad month. The Sun dropped over 3,000 on the month and The Sunday Times jettisoned over 5,000 copies on August and slipping it out of the 90’s for the very first time. The Sun on Sunday lost over 3,000 on the month and pushes it back below 60 again.

In general the morning tabloids were down collectively over 6,000 copies in September a month were there should have been a few spoils of the sporting wars – a Hurling final replay and a football final should have brought in a few sales. You can see from the chart below that all the tabloids gained in August (Premier League kick-off) but failed to keep most of those gains.

tabs sep 2013

If the market as a whole is taking a beating, then the tabloids are taking a pasting. Falling faster than the rest of the market there seem no end to their decline. Unlike some of the other titles, tabloids can’t really rely on their readers turning to a digital offering as survey after survey has shown that tabloids readers don’t convert well to digital at all.

On a positive note Associated Newspaper had a 2,000 increase in their Morning title and over 4,000 in the Sunday edition. Maybe the Sunday Times should be looking there for a few of their lost sales.

Year on year the market (those reporting monthly) is down over 50,000 copies (conservatively over €7m at the till for these papers alone). Monthly they are down just over 10,000 copies.

Title Sep-13 Sep-12 Aug-13 Y/Y M/M
Daily Mirror  53,305 57,234 54,861 -3,929 -1,556
Daily Record 479 599 579 -120 -100
Irish Daily Star 66,665 73,387 68,204 -6,722 -1,539
The Sun 64,599 71,201 67,733 -6,602 -3,134
  185,048 202,421 191,377 -17,373 -6,329
Daily Express 3,263 2,898 3,363 365 -100
Irish Daily Mail 51,544 51,466 49,466 78 2,078
           
The Daily Telegraph 2,892 2,926 3,067 -34 -175
Financial Times 2,599 2,890 2,467 -291 132
The Guardian 3,186 3,245 3,264 -59 -78
i   767      
The Independent          
The Times 2,305 2,226 2,426 79 -121
Morning Market 250,837 268,839 255,430 -17,235 -4,593
           
Daily Star – Sunday 22,911 23,607 23,237 -696 -326
The Sun/NotW 57,282 66,998 60,408 -9,716 -3,126
Sunday Mail 1,038 1,320 1,178 -282 -140
Sunday Mirror 39,685 41,173 41,049 -1,488 -1,364
The People 15,918 17,802 15,882 -1,884 36
  136,834 150,900 141,754 -14,066 -4,920
Sunday Express 3,922 3,700 4,139 222 -217
Sunday Post 589 660 596 -71 -7
The Mail on Sunday 104,379 110,475 100,181 -6,096 4,198
           
Independent on Sunday   0      
The Observer 5,933 6,265 6,104 -332 -171
The Sunday Telegraph 2,859 2,788 2,779 71 80
The Sunday Times 88,429 100,675 93,665 -12,246 -5,236
Sunday  Market 342,945 375,463 349,218 -32,518 -6,273
           
Racing Post   5,144      
Total Market 593,782 644,302 604,648 -50,520 -10,866