Perhaps, for certain publications, we may have been a tad hasty in the comments for April’s figures. Or indeed it may just show the fickle nature of the newspaper buying public.

The morning market was up marginally mainly due to the tabloids. The end of the Premiership, start of the GAA and the playoffs for the Heineken Cup all contributing to the copy sales. But they are no where near their levels from 2009 with the market down nearly 28,000.

The Sunday market: many of the copies found by the News of the World last month drifted away this month – the paper loosing nearly 6,000 copies in the month after gaining 9,400 the previous month. The Sunday Daily Star had a good month putting on 7,800 papers and the Sunday Mirror gaining 3,000 copies. The Mail on Sunday lost 5,000 in the month.

All of the above gains (with perhaps the exception of the NoW) were in the main down to newspapers promotions. One would have to question the benefit of putting a large amount of work into getting a CD on cover, getting say, 5,000 copies and then for it all to evaporate the following month.   

Papers engaging in this sporadic promotional activity have massive swings in their circulation. The difference between high and low of the NoW since January is nearly 14,000 copies, Mail on Sunday 6,600 and Sunday Daily Star 7,800. It only goes to demonstrate how buyers/readers can ebb and flow out of the Newspaper Market.    

Title Apr-10 May-10 May-09 M on M Y on Y
Daily Mirror 60,155 61,419 66,482 1,264 -6,327
Daily Record 780 786 2,297 6 -1,517
Irish Daily Star 93,350 94,946 100,538 1,596 -7,188
The Sun 86,179 86,597 95,609 418 -9,430
           
Daily Express 2,895 2,934 3,311 39 -416
Irish Daily Mail 49,537 49,654 50,061 117 -524
           
The Daily Telegraph 2,878 2,963 3,266 85 -388
Financial Times 3,588 4,067 3,998 479 -410
The Guardian 3,757 3,810 4,412 53 -655
The Independent 1,139 1,171 1,815 32 -676
The Times 2,621 2,601 2,852 -20 -231
Morning Market 306,879 310,948 334,641 4,069 -27,762
           
Daily Star – Sunday 50,611 58,464 56,255 7,853 -5,644
News of the World 140,329 134,716 128,005 -5,613 12,324
Sunday Mail 1,561 1,809 6,622 248 -5,061
Sunday Mirror 35,503 38,693 39,407 3,190 -3,904
The People 20,576 19,946 23,842 -630 -3,266
           
Sunday Express 4,070 3,786 4,823 -284 -753
Sunday Post 785 790 875 5 -90
The Mail on Sunday 114,727 109,405 112,416 -5,322 2,311
           
Independent on Sunday 1,858 1,525 1,559 -333 299
The Observer 8,006 7,766 9,756 -240 -1,750
The Sunday Telegraph 2,471 2,375 2,847 -96 -376
The Sunday Times 111,128 113,764 117,293 2,636 -6,165
Sunday  Market 491,625 493,039 503,700 1,414 -12,075
           
Racing Post 7,534 6,418 8,352 -1,116 -818
Total Market 798,504 803,987 838,341 5,483 -39,837