February saw the introduction of “i”, the free stalemate of the London Independent. Now, should it be named “i-spy”. Having made the decision to print an edition in the north and ship it across the border every night you would think that it would be a little easier to find. Copies are like hens teeth! If you’re looking for ‘Irish News’ it’s not going to be between the covers there. But, if you wanted to perhaps supplement your daily read, you couldn’t fault it.  

Looking at the month on month firstly.  Taking into consideration that the comparative is January – the real looser (aside for the now closed Daily Star on Sunday) is the News of The World dropping over 4,000 in the month. The two morning tabloids Star and Sun also saw a decline of two to three thousand. The only papers that kept the gloss on the numbers were the Sunday Times and Mail on Sunday, both increases promotionally driven (not that there’s anything wrong with that).     

Year on year continues the downward spiral. Again ignoring the Star on Sunday, the News of the World takes pole position in the negative territory down close to 12,000 year on year. New journalists, ex-premiers lurking in fridges doesn’t seem to be able to halt the decline. The Sunday People have, at this point, firmly established themselves in the teens. The Mirror and Sunday Mirror have a secret formula somewhere that the rest of the publishers would gladly covet. Maybe they have a bundle of papers in the attic growing older/getting smaller.

Title Feb-11 Jan-11 Feb-10 M on M Y on Y
Daily Mirror 62,103 63,851 59,293 -1,748 2,810
Daily Record 723 687 893 36 -170
Irish Daily Star 88,036 90,331 95,111 -2,295 -7,075
The Sun 79,831 82,555 86,872 -2,724 -7,041






Daily Express 2,762 2,818 2,988 -56 -226
Irish Daily Mail 53,089 54,845 53,235 -1,756 -146






The Daily Telegraph 2,765 2,961 2,775 -196 -10
Financial Times 3,687 3,628 3,784 59 -97
The Guardian 3,616 3,933 3,862 -317 -246
i 467



The Independent 910 948 1,088 -38 -178
The Times 2180 2,221 2,492 -41 -312
Morning Market 300,169 308,778 312,393 -8,609 -12,224






Daily Star – Sunday 31,318 35,740 54,611 -4,422 -23,293
News of the World 118,060 122,127 129,921 -4,067 -11,861
Sunday Mail 1,587 1,413 1,670 174 -83
Sunday Mirror 40,786 39,714 36,752 1,072 4,034
The People 18,436 20,324 20,374 -1,888 -1,938






Sunday Express 3,507 3,688 4,016 -181 -509
Sunday Post 764 747 811 17 -47
The Mail on Sunday 116,133 113,271 116,102 2,862 31






Independent on Sunday 1,320 1,156 1,502 164 -182
The Observer 7,223 7,559 8,608 -336 -1,385
The Sunday Telegraph 2,591 2,692 2416 -101 175
The Sunday Times 113,992 107,513 113,963 6,479 29
Sunday  Market 455,717 455,944 490,746 -227 -35,029






Racing Post 5786 5,729 6,726 57 -940
Total Market 761,672 770,451 803,139 -8,779 -41,467

The figures were being worked on – so there is no point in hiding them. Below are the cover prices, annual turnover and the papers’ rank in their respective markets. The figures used their current sales and cover price. The price used is the weekday price, as a number of papers have a higher price for their weekend edition. The figures are the retail value of each publication, Its not what the publication gets into it’s pocket as there are a good few mouths to feed – VAT, retailers margin and the wholesaler all take a slice.

The numbers are fairly impressive. At the till, the morning papers have a gross turnover of €276m and the Sunday papers €117m.  Whilst we expect big sums from  the major players, its the smaller circulating publications that raise an eyebrow. The FT for example falls back on it reputation as the financial paper, markets itself very little here (if at all) and still managers to take €2.6m annually.    

Title Cover € Last Circ Figure Annual t/o Rank
Financial Times €2.30 3,687 €2,645,791 8
Irish Examiner  €1.90 46,011 €27,275,321 4
Irish Independent €1.90 138,510 €82,108,728 1
Irish Times  €1.90 102,543 €60,787,490 2
Daily Star €1.40 88,036 €38,454,125 3
Daily Record €1.30 723 €293,249 13
The Daily Telegraph €1.20 2,765 €1,035,216 10
Daily Mail €1.00 53,089 €16,563,768 7
Daily Mirror €1.00 62,103 €19,376,136 6
The Guardian €1.00 3,616 €1,128,192 9
The Independent €1.00 910 €283,920 14
The Sun €1.00 79,831 €24,907,272 5
The Times €0.95 2180 €646,152 12
Daily Express €0.75 2,762 €646,308 11
i €0.30 467 €43,711 15
Total

€276,195,379





The Sunday Times €2.70 113,992 €16,004,477 3
Sunday Independent €2.70 254,311 €35,705,264 1
Sunday Business Post €2.50 45,696 €5,940,480 6
The Observer €2.30 7,223 €863,871 10
Sunday World €2.30 251,334 €30,059,546 2
The Mail on Sunday €2.00 116,133 €12,077,832 4
The Sunday Telegraph €2.00 2,591 €269,464 11
Independent on Sunday €1.90 1,320 €130,416 14
Sunday Mail €1.60 1,587 €132,038 13
News of the World €1.50 118,060 €9,208,680 5
Daily Star Sunday €1.40 31,318 €2,279,950 8
Sunday Express €1.40 3,507 €255,310 12
Sunday Mirror €1.40 40,786 €2,969,221 7
The People €1.40 18,436 €1,342,141 9
Total

€117,238,690