September, brings a form of normality, if you’re a Circulation Manager anyway. That particular creature likes school, school runs and no summer holidays. Circulation people look with distain at tomes analysing the Chaos Theory. They just want calm and trends and straight line regression analysis.

Month on month September does answer some of their prayers.

The month on month lift in the Morning market was mainly carried by the Daily Mail. They were also the only paper to register a positive year on year (we don’t bother with analysing or speaking of the Daily Records numbers ever since they suddenly “lost” 80% of their circulation one night last year and had no explanation for it). Looking at the year on year, again, the tabloids are the big fallers and the market overall is back over 15,000.

The Sunday market, whilst up month on month, takes a pounding year on year down 31,000.  Again the Mail on Sunday is the only publication to register a positive year on year. The Sunday Times, News of the World and Star on Sunday all loosing roughly 10,000 a piece.

In terms of revamps it was an interesting month. The Sun introduced Buzz magazine on Saturdays – so maybe next month will show some movement in their figures. The Sunday Tribune went tabloid compact. To analyse their efforts we’ll have to wait until next year – until February of 2011 – to see their figures. Such a fast paced and dynamic environment some of the press work in.

I nearly forgot! I’m a big fan of the Racing Post, not from a punters perspective I hasten to add, but in their efforts to constantly innovate. Earlier this year they introduced an Irish Edition – specifically to cover uniquely Irish Sport – Domestic Soccer, Gaelic Football and Hurling and the “Dags” (Greyhound Racing). This month they really had a brain wave.

Later this month the introduce a Belgium Edition. Each night they will translate their paper into French, spit the PDF to all the Ladbrokes shops in Belgium who will in turn print copies on a specialised Oki printer which will assemble the pages like a normal paper. Now I don’t know enough about Belgium and their thirst for that type of information – but I suppose if Ladbrokes have shops there there has to be a market.

Title      Aug-10      Sep-10 +/-M on M       Sep-09 +/-Y on Y
Daily Mirror 62,091 62,835 744 64,786 -1,951
Daily Record 913 767 -146 501 266
Irish Daily Star 92,240 92,798 558 99,621 -6,823
The Sun 87,312 86,914 -398 92,905 -5,991
           
Daily Express 3,243 3,067 -176 3,499 -432
Irish Daily Mail 49,007 50,679 1,672 50,212 467
           
The Daily Telegraph 3,158 3,081 -77 3,077 4
Financial Times 3,316 3,728 412 3,840 -112
The Guardian 3,803 3,734 -69 4,256 -522
The Independent 1,124 1,002 -122 1,273 -271
The Times 2,810 2,592 -218 2,762 -170
Morning Market 309,017 311,197 2,180 326,732 -15,535
           
Daily Star – Sunday 57,449 51,602 -5,847 62,465 -10,863
News of the World 125,565 126,375 810 136,847 -10,472
Sunday Mail 1,898 1,840 -58 920 920
Sunday Mirror 40,184 38,646 -1,538 40,917 -2,271
The People 20,608 20,345 -263 22,249 -1,904
           
Sunday Express 4,332 4,078 -254 4,695 -617
Sunday Post 809 790 -19 860 -70
The Mail on Sunday 104,822 111,849 7,027 105,784 6,065
           
Independent on Sunday 1,584 1,360 -224 1,802 -442
The Observer 7,858 7,851 -7 9,849 -1,998
The Sunday Telegraph 2,635 2,587 -48 2,692 -105
The Sunday Times 105,462 107,651 2,189 117,587 -9,936
Sunday  Market 473,206 474,974 1,768 506,667 -31,693
           
Racing Post 6,541 6,496 -45 7,506 -1,010
Total Market 782,223 786,171 3,948 833,399 -47,228

Still isn’t pretty!

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