Let’s cut straight to the interesting market in July – The Sundays. The News of the World ceased trading and produced a final edition on the second Sunday of the month. However, they decided not to produce an ABC figure for the month- and why would they.

The previous month the NoW sold roughly 113,000 copies so , theoretically, they were all up for grabs (let’s leave aside multiple purchases). As the Sunday market was still down over 38,000 copies week on week, you can safely assume that only 75,000 copies found other new homes and we could also suggest that 38,000 of the 113,000 were part of a multiple purchase.

The main beneficiaries of the closure were the Sunday Mirror and, ironically, the Daily Star on Sunday. The Mirror was up nearly 25,000 and The Star up 22,000 to 53,303. The Sunday Mirror has close to doubled its circulation year on year on the back of the closure.

Before it closed The Sunday Star was selling around 35,000 in the last two months, but its average sale for 2010 was 53,488. So now, after closing the publication and making nearly 20 staff redundant, it’s back up to where it was.

The Mail on Sunday seems to have picked up a few of the strays as well gaining 15,000. The Sunday Times is up 2,500 but its doubtful if its disaffected News of the World readers and more their coverage of the event that got them a few extra copies.

Even if all the papers remaining had a good month, the market is still down nearly 74,000 year on year its biggest year on year difference in over 18 months and down over 10% year on year.

All of the Tabloids in the morning had a good month and collectively they gained 5,000. Again there are many factors here. Naturally they* covered the NoW story in great depth and certainly gained a few copies on the back of the story. Also the GAA was really ramped up and most of the provincial finals would have been in July which always manages to boost circulation. *they: in this instance it referrers to all tabloid morning papers, bar The Sun.

Title Jul-11 Jun-11 Jul-10 M/M Y/Y
Daily Mirror 63,492 62,247 60,813 1,245 2,679
Daily Record 734 607 835 127 -101
Irish Daily Star 86,562 84,134 95,619 2,428 -9,057
The Sun 80,052 78,441 87,469 1,611 -7,417
Daily Express 3,347 3,199 3,194 148 153
Irish Daily Mail 49,787 50,522 48,934 -735 853
The Daily Telegraph 3,155 2,982 3,068 173 87
Financial Times 3,473 3,334 3,509 139 -36
The Guardian 4,055 3,603 3,708 452 347
i 720 624 96 720
The Independent 1,124 1,016 1,164 108 -40
The Times 2,342 2,268 2,826 74 -484
Morning Market 298,843 292,977 311,139 5,866 -12,296
Daily Star – Sunday 45,537 23,643 53,303 21,894 -7,766
News of the World 113,111 127,262
Sunday Mail 2,007 1,605 2,047 402 -40
Sunday Mirror 66,980 42,429 38,883 24,551 28,097
The People 26,620 19,401 20,361 7,219 6,259
Sunday Express 4,732 4,299 4,547 433 185
Sunday Post 813 749 829 64 -16
The Mail on Sunday 132,419 116,894 103,397 15,525 29,022
Independent on Sunday 1,888 1,451 1,589 437 299
The Observer 8,157 7,166 8,062 991 95
The Sunday Telegraph 3,315 2,864 2,596 451 719
The Sunday Times 107,250 104,794 105,591 2,456 1,659
Sunday Market 399,718 438,406 468,467 -38,688 -68,749
Racing Post 7,162 6,346 7,269 816 -107
Total Market 705,723 731,383 779,606 -25,660 -73,883

 

A rare departure here and we focus briefly on the UK. The Sunday market there was actually up 2.5% month on month. The Sunday Mirror was up 66% and the Daily Star on Sunday up a massive 135% (albeit on a lower base). In both jurisdictions it will be interesting as to how much of that sticks.

Title Jun-11 Jul-11 +/-‘000 +/- %
Daily Star Sunday 289,582 681,445 391,863 135%
News of the World 2,587,262
Sunday Mail 343,885 394,412 50,527 15%
Sunday Mirror 1,041,762 1,728,955 687,193 66%
The People 449,952 779,632 329,680 73%
Sunday Express 504,303 610,445 106,142 21%
Sunday Post 302,095 321,424 19,329 6%
The Mail on Sunday 1,808,835 2,128,986 320,151 18%
Independent on Sunday 123,621 139,651 16,030 13%
The Observer 271,018 288,842 17,824 7%
Scotland on Sunday 51,049 48,793 -2,256 -4%
Sunday Herald 29,233 32,508 3,275 11%
The Sunday Telegraph 456,369 483,760 27,391 6%
The Sunday Times 948,361 933,013 -15,348 -2%