Irish Newspaper Circulation January 2012

Before we’re all lulled into a false sense of hope, it should be pointed out that historically there is always an uplift in January sales in comparison to December. So, true to form, the market is up over 33,000 month on month.

The only sales (due to this natural uplift) worth pointing out would be the Mail on Sunday which gained over 8,000 copies and the Sunday Times who managed to put on over 9,000 copies. The last time the Sunday Times had a sale of that magnitude was back in January 2010, so that’s a very encouraging start to the year.

Year on Year the numbers are unimpressive. The Sunday market, paper on paper, looks positive. The combined net gains of the Sunday papers is close to 36,000 copies. But in January 2010 the NoW was selling 122,000, so we can say that about 86,000 of the NoW old purchasers have deserted the market completely.  

The Irish Daily Star sales year on year are down nearly 14,000 copies which is by far the worst performing of all the papers. Coupled with trying to fight the tabloid wars on the home front, it is now also having to fight a circulation war in house. The ‘Blue top edition’ of the Daily Star (aka the UK version) is now selling 1,100 per morning in the republic which has to be hurting the ‘Irish’ edition. At the till those “UK” sales are worth nearly half a million which has to be coming form somewhere.  

The Sunday Mirror is still seeing a lift after the NoW closure, but maybe losing some of that momentum.  Likewise the Sunday People is up nearly 6,000 year on Year.

The Sunday Times is 7,000 ahead of is January 2010 which has little to do with the NoW closure is could be argued.  

Title Jan-12 Dec-11 Jan-11 M on M Y on Y
Daily Mirror  59,470 56,360 63,851 3,110 -4,381
Daily Record 551 531 687 20 -136
Irish Daily Star 76,560 75,331 90,331 1,229 -13,771
The Sun 73,283 70,597 82,555 2,686 -9,272
Daily Express 2,831 3,037 2,818 -206 13
Irish Daily Mail 49,274 48,569 54,845 705 -5,571
The Daily Telegraph 2,932 2,969 2,961 -37 -29
Financial Times 3,231 3,520 3,628 -289 -397
The Guardian 3,562 3,580 3,933 -18 -371
i 479 468
The Independent 838 858 948 -20 -110
The Times 2,108 2,187 2,221 -79 -113
Morning Market 275,119 268,007 308,778 7,112 -33,659
Daily Star – Sunday 35,353 35,500 35,740 -147 -387
News of the World 122,127 0
Sunday Mail 1,162 1,206 1,413 -44 -251
Sunday Mirror 61,365 58,939 39,714 2,426 21,651
The People 26,104 25,896 20,324 208 5,780
Sunday Express 3,842 3,891 3,688 -49 154
Sunday Post 823 716 747 107 76
The Mail on Sunday 115,186 106,731 113,271 8,455 1,915
Independent on Sunday 1,298 1,426 1,156 -128 142
The Observer 7,034 6,770 7,559 264 -525
The Sunday Telegraph 2,778 2,474 2,692 304 86
The Sunday Times 114,614 105,101 107,513 9,513 7,101
Sunday  Market 369,559 348,650 455,944 20,909 -86,385
Racing Post 5,411 6,169 5,729 -758 -318
Total Market 650,089 616,657 770,451 33,432 -120,362