Newspaper Circulation July-Dec 2015

The ABC’s for the period July to December 2015 were released today and show the continuing decline of newspaper sales in Ireland. The total market has declined by 6.2% over the twelve months, however that’s a smaller decline in overall sales then seen in a few years – if we’re viewing this as a “least worst” scenario. I think we do have to view it in those terms, as I don’t think the populous are going to have a “road to Damascus” experience anytime soon and return to buying the printed word en-masse.

growth rates

Sunday Market

The Sunday market is down a fraction over 7% year on year – a marginal worsening decline on JD’14. The big faller in absolute numbers was the Sunday World dropping 14,502 or 7.6%. The Mail on Sunday dropped over 10,000 copies or 11% in the twelve months. The Sunday Times fell by over 7,000 copies to 79, 831 and the Sunday Independent fell by 7,151 to 211,856 or down 3% – however this is well above the overall market decline. Segwaying on that point: some credit would also have to go to the Sunday Business Post (-3.2%) and The Sun on Sunday actually up a copy or two (0.22%) beating that 7% drop.>

Some of the other percentages are dramatic due in part to a low base for some publications. Singled out for attention is the Daily Star Sunday which fell by over 30% year on year, much of which can be attributed more or less to a partial withdrawal from this market when sales went from 15,143 in September to 9,006 in October. Dramatic falls and sudden falls like that can really only be self inflicted as we saw in (and denied by) the fall in sales of the Daily Record in 2014.

sunday market

Bulks

In terms of the fattening of figures the Sunday Independent and the Business Post did increase their portion of bulks during the year – The Sunday Independent going from 5.6% to 5.8% in bulks and the Business Post from 3.45% to 4.65%.

sunday all papers

Sunday Newspapers
Publication JD 2015 JD 2014 Diff ‘000 Diff %
Sunday Independent  211,856 219,007 -7,151 -3.3%
Sunday World 175,060 189,562 -14,502 -7.7%
Sunday Business Post 32,162 33,233 -1,071 -3.2%
         
Daily Star Sunday 13,106 18,753 -5,648 -30.1%
The Sun (Sunday) 55,675 55,551 124 0.2%
Irish Sunday Mirror 28,882 33,727 -4,845 -14.4%
The People 10,781 12,558 -1,777 -14.2%
Total Tabloid 283,503 310,151 -26,647 -8.6%
         
Sunday Express 3,161 3,377 -216 -6.4%
Mail on Sunday 85,226 95,606 -10,381 -10.9%
The Observer 4,769 5,214 -445 -8.5%
Sunday Telegraph 2,274 2,481 -207 -8.3%
Sunday Times 79,831 87,049 -7,217 -8.3%
         
Total Sunday 702,783 756,118 -53,336 -7.1%

 

Morning Market

The Morning market fell by 4% much lower than they Sunday at 7%. The rate of decline is much improved on JD’14 where the morning market was showing an annual rate of decline of over 7%.

In both absolute and percentage declines the Daily Mirror took the biggest hit dropping 6,307 copies or 13.7%. Elsewhere in the tabloid market The Daily Star fell 3,133 copies or 5.4% but The Sun managed to limit its fall to 0.7% or around 400 copies.

morn over

Both the Irish Independent and Irish Times had falls of 3.6%. Tomorrow both titles will be gushing how they now have X or Y number of digital subscribers (I.T. have 7,500 and I.I. have 1,218) and that’s all to be applauded . But for this exercise I’ll focus on the print meal ticket and might possibly return to the Digital sales later. Finally, the Examiner fell by 5.2% or 1,774 copies.

Bulks

The bulks are rising in the morning market with the Irish Independent now up to 15.5% from 13.27% in JD’14 and the Irish Times at 13.2% up from 11.87%.

mornall

The morning market is well covered on this site and there’s no point in re-hashing what’s said on a monthly basis.

Morning Newspapers
Publication JD 2015 JD 2013 Diff ‘000 Diff %
Irish Independent 108,460 112,502 -4,042 -3.6%
Irish Times 74,092 76,882 -2,790 -3.6%
Examiner 32,648 34,422 -1,774 -5.2%
         
Daily Mirror 40,318 46,625 -6,307 -13.5%
Irish Daily Star 55,408 58,541 -3,133 -5.4%
The Sun 58,482 58,909 -427 -0.7%
Tabloids 154,208 164,074 -9,866 -6.0%
         
Daily Express 2,627 2,715 -88 -3.2%
Irish Daily Mail 46,019 45,139 880 1.9%
Daily Telegraph 2,628 2,728 -99 -3.6%
Financial Times 2,309 2,388 -79 -3.3%
Guardian 2,507 2,724 -217 -8.0%
The Times 2,603 2,382 221 9.3%
         
Total Morning 428,101 445,956 -17,854 -4.0%

Cover Prices

Just to briefly look at the cover prices charged by the papers Sunday, Monday to Friday and Saturday editions. You can see that only three papers risked an increase in their RRP over the year.

  Current Cover Price   Change Y onY
  Sun M-F Sat   Sun M-F Sat
The Observer €3.30            
The Sunday Times €3.00            
Sunday Independent  €2.90            
Sunday Business Post €2.70            
Sunday World €2.45            
The Sunday Telegraph €2.30            
Sunday Post €2.20       €0.30    
The Mail on Sunday €2.20            
Sunday Mail €1.60            
Sunday Mirror €1.60            
Sunday People €1.60            
Sunday Express €1.50            
Daily Star Sunday €1.00            
The Sun on Sunday €1.00            
               
Financial Times   €3.00 €3.50        
The Guardian   €2.00 €2.90     €0.20 €0.20
Irish Independent   €2.00 €2.30        
Irish Times   €2.00 €2.50        
Examiner   €2.00 €2.20        
The Daily Telegraph   €1.50 €2.30        
Daily Star   €1.40 €1.50        
Daily Record   €1.25 €1.25        
Daily Mirror   €1.10 €1.20     €0.10 €0.10
Daily Mail   €1.00 €1.30        
The Sun   €1.00 €1.00        
The Times   €0.90 €1.35        
Daily Express   €0.80 €1.00