A marginal decrease in the mornings this month. Taking into account the ‘disruption’ in the buying cycle for Easter and School holidays – its not a bad result. 

However the year on year picture is very bleak. The tabloids account for 24,000 of the 29,000 drop in the market year on year. Just how much more blood letting can that tabloids take is anyone’s guess.   

The Sunday market is beginning to get a little interesting. In last months figures, it looked as if the much publicised defection of Paul Williams to the News of the World didn’t materialise into sales with the paper only adding 998 copies in Pauls first month at his new desk.  

But the continuing heavy advertising campaign and, it has the be said, the input that Paul has made into the paper story wise, would seem to have paid off with the paper gaining  9,400 month on month – pretty respectable in these ‘straitened times’.

The only obvious looser in the figures below would seem to be the Sunday Daily Star who dropped 1,800 month on month. However the picture is incomplete. As the ‘established’ Irish Papers don’t produce monthly circulation figures, we don’t know how the Sunday World has faired in the past two months.

One would suggest that the Sunday Market has not expanded of late and therefore the copies that were picked up by the News of the World have to be coming from another paper. But in this fast paced environment we will have to wait until August (when the Sunday Worlds figures are published) to get an answer to that question.

There was really no point in commenting on the Racing Post figure last month. Their March figure would, historically be their strongest on the back of the Cheltenham Festival. In February they brought out an Irish Edition and expanded their coverage to include specifically Irish sports such as GAA  and the League of Ireland. On the back of the April figures, it looks as if the gamble paid off.    

Overall the whole market is up 9,000 month on month but back 7.7% year on year. The publications that innovated and took some brave steps made the gains in this months figures.

Title    Mar-10    Apr-10    Apr-09    M on M    Y on Y
Daily Mirror 60,072 60,155 65,126 83 -5,054
Daily Record 756 780 2,625 24 -1,869
Irish Daily Star 94,200 93,350 102,002 -850 -7,802
The Sun 86,598 86,179 96,198 -419 -9,600
           
Daily Express 2,926 2,895 3,329 -31 -403
Irish Daily Mail 49,271 49,537 50,746 266 -1,475
           
The Daily Telegraph 2,670 2,878 3,175 208 -505
Financial Times 3,565 3,588 4,169 23 -604
The Guardian 3,727 3,757 4,666 30 -939
The Independent 1,081 1,139 1,848 58 -767
The Times 2,549 2,621 3,006 72 -457
Morning Market 307,415 306,879 336,890 -536 -29,475
           
Daily Star – Sunday 52,493 50,611 64,057 -1,882 -11,564
News of the World 130,919 140,329 134,309 9,410 -3,390
Sunday Mail 1,856 1,561 6,831 -295 -4,975
Sunday Mirror 36,448 35,503 40,811 -945 -4,363
The People 20,142 20,576 25,826 434 -5,684
           
Sunday Express 3,904 4,070 4,844 166 -940
Sunday Post 814 785 903 -29 -89
The Mail on Sunday 111,500 114,727 111,936 3,227 -436
           
Independent on Sunday 1,551 1,858 2,405 307 -854
The Observer 8,193 8,006 9,569 -187 -1,376
The Sunday Telegraph 2,422 2,471 2,560 49 -138
The Sunday Times 111,771 111,128 118,375 -643 -6,604
Sunday  Market 482,013 491,625 522,426 9,612 -40,413
           
Racing Post 8,754 7,534 8,379 -1,220 375
Total Market 789,428 798,504 859,316 9,076 -69,888