Irish Newspaper ABC Circulation September 2012

Starting with the tabloids as it, historically, is a decent month for them. But not for all of them as The Sun took a hit of some 1,100 month on month. The Mirror was down 800 and the Daily Star just maintained the previous months figure. 

D Star Galway PromoPerhaps this was due in part to the finals of the Football and Hurling and offering the supporters a promotion on their home turf. The Daily Star targeted the Mayo, Donegal, Galway and Kilkenny population with a €1 “to celebrate” (an all to clichéd phrase) their county reaching the All Ireland Finals – Kilkenny and Galway getting two weeks out of the promotion.It’s the only time this year you’ll see the Daily Star on a price parity with The Sun and Daily Mirror. Seemingly, the offering lead to “significant lifts” in circulation in the participating counties for the weeks of the promotion – so those days of glassing over listening to the theories on Price Elasticity weren’t completely waited when you can see the theory in real life.

September will also be memorable for “Middlegate”. In a “service to our readers”, said the editor of the Daily Star, they decided to print topless pictures of Kate Middelton – as a service naturally. In order to make matters worse you simply compound that decision with some disastrous PR the following day and you’re laughing.
It’s impossible to say what the actual sale was that day or did pictures of Kate with her kit off do anything for the numbers. The certainly did something to infuriate the UK shareholders.

In the Sundays, very little happened. Once again, the status quo was more or less maintained with very small increases and decreases all round bar the Daily Star on Sunday who dropped nearly 8,000 copies or 25% of their sale. There’s no note in the ABC Cert to indicate why this might be, as it seems to be too much to high a figure to be a mass exodus of purchasers. Between that and a strange figure (looks like a miss calculation) in the Daily Star cert we’ve emailed the ABC to see if they can throw a any light in the subject.

Title Sep-12 Aug-12 Sep-11 Y o Y M o M
Daily Mirror  57,234 58,088 60,562 -3,328 -854
Daily Record 599 710 650 -51 -111
Irish Daily Star 73,387 73,330 82,919 -9,532 57
The Sun 71,201 72,388 75,899 -4,698 -1,187
 Tabloids Total: 202,421 204,516 220,030 -17,609 -2,095
Daily Express 2,898 3,062 3,196 -298 -164
Irish Daily Mail 51,466 50,777 49,725 1,741 689
The Daily Telegraph 2,926 3,188 3,007 -81 -262
Financial Times 2,890 2,751 3,723 -833 139
The Guardian 3,245 3,476 3,687 -442 -231
i 816 559 -816
The Independent 0 0 979 -979
The Times 2,226 2,459 2,269 -43 -233
Morning Market 268,072 271,045 287,175 -19,103 -2,973
Daily Star – Sunday 23,607 31,295 40,080 -16,473 -7,688
The Sun/NotW 66,998 68,177 -1,179
Sunday Mail 1,320 1,198 1,488 -168 122
Sunday Mirror 41,173 41,396 67,575 -26,402 -223
The People 17,802 18,131 27,747 -9,945 -329
Sunday Express 3,700 3,938 4,682 -982 -238
Sunday Post 660 701 755 -95 -41
The Mail on Sunday 110,475 109,768 112,150 -1,675 707
Independent on Sunday 0 0 1,537 -1,537
The Observer 6,265 6,751 7,183 -918 -486
The Sunday Telegraph 2,788 3,070 2,993 -205 -282
The Sunday Times 100,675 101,344 109,198 -8,523 -669
Sunday  Market 375,463 385,769 375,388 75 -10,306
Racing Post 5,144 6,140 5,900 -756 -996
Total Market 648,679 662,954 668,463 -19,784 -14,275