Irish Newspaper Circulation June 2010

June Figures: normally a strange time for the media with schools drawing to a close, the leaving cert commencing and the annual holiday migration.

The “hand of god” having dealt us a blow earlier in the year means that the World Cup would not drag up the circulations of any of the papers.

Big fallers month on month were the Daily Star, Sunday Star, News of the World and the Sunday Times. It’s likely that respective newspaper proprietors are praying that this is just the ‘summer slump’ – but the same May to June difference was not as severe last year (bar for the Sunday Times strangely enough). Actually, it’s the second biggest month on month decrease in 18 months – only surpassed by Nov/Dec last year – which is to be expected.  So, perhaps a little more worrying than a ‘blip’.

We’ll see the full effect of the market next month the the moons in Jupiter align and the ‘indigenous papers’ deem it appropriate to furnish the world with their circulation figures. In August we will be able to see, for example, what the Irish Times was selling in January for the first time. Coupled with this are the Regional papers and the Magazines – all should make for interesting reading.     

Quietly working away in the background are the Daily Mirror and Sunday Mirror who have put on 2,800 and 2,100 respectively since the beginning of the year, most likely at the expense of The Star(s). Actually they are the only papers putting on copies this year so they must be doing something right.

Year on Year is a bit of a blood bath, the market down 60,000 copies in the 12 months. The tabloids taking the brunt of that fall as the Sunday Mail and Times have not has a good year of it circulation wise.   

Last month the Sunday People finally dipped through the 20’s and is continuing it chosen trajectory. At what point (if it’s not already passed) would the paper consider pulling the plug in this jurisdiction one can only speculate. It contributes 3.8% of the overall circulation of the Sunday People. It would strike you as being a particularly expensive 4%.        

The News of the World pulled back on their marketing spend over the month and it certainly had an affect on the sales.   

Title      May ’10      Jun ’10      Jun ’09          M-M          Y-Y
Daily Mirror 61,419 62,190 63,639 771 -1,449
Daily Record 786 769 2,229 -17 -1,460
Irish Daily Star 94,946 89,214 100,367 -5,732 -11,153
The Sun 86,597 85,600 95,153 -997 -9,553
           
Daily Express 2,934 3,004 3,460 70 -456
Irish Daily Mail 49,654 48,548 48,144 -1,106 404
           
The Daily Telegraph 2,963 3,050 3,276 87 -226
Financial Times 4,067 3,426 3,708 -641 -282
The Guardian 3,810 3,766 4,222 -44 -456
The Independent 1,171 1,181 1,572 10 -391
The Times 2,601 2,622 2,934 21 -312
Morning Market 310,948 303,370 328,704 -7,578 -25,334
           
Daily Star – Sunday 58,464 52,593 56,157 -5,871 -3,564
News of the World 134,716 126,092 136,400 -8,624 -10,308
Sunday Mail 1,809 1,763 6,718 -46 -4,955
Sunday Mirror 38,693 39,140 39,630 447 -490
The People 19,946 18,981 22,874 -965 -3,893
           
Sunday Express 3,786 3,989 4,700 203 -711
Sunday Post 790 784 861 -6 -77
The Mail on Sunday 109,405 113,638 117,418 4,233 -3,780
           
Independent on Sunday 1,525 1,539 1,572 14 -33
The Observer 7,766 7,591 9,417 -175 -1,826
The Sunday Telegraph 2,375 2,511 2,726 136 -215
The Sunday Times 113,764 105,608 110,631 -8,156 -5,023
Sunday  Market 493,039 474,229 509,104 -18,810 -34,875
           
Racing Post 6,418 6,581 7,850 163 -1,269
Total Market 803,987 777,599 837,808 -26,388 -60,209