Irish Newspaper Circulation March 2010

Every month, circulation falls by another small amount, but it’s only when you make a direct comparison to the previous year that one really sees the levels of decline. The market as a whole down 74,000 year on year. Sundays down 45,000 and the morning back 37,000.  

In the mornings the Irish Daily Mail had a bad month down nearly 4,000 copies. It’s Sunday title also experienced a month on Month drop of 4,600. the buying public can the so fickle giving up on a publication when the promotions run out. 

The tabloids should have had a much better month in March with the Cheltenham festival. Last March the tabloids were up over 3,000 in their February figure. This year they are back 300 copies collectively.

The tabloids historically have seen Cheltenham as one of the ‘bankers’ in their circulation year. Promotions are everywhere: fantasy racing, daily supplements, DVD’s, colour magazines and celebrity writers are all thrown at the market.

Historically all with a positive effect, but the rules may have been re-written this year.       

The Sunday market is where a bit of the action was supposed to be in March. There was pots of ink used in January/February over the defection of Paul Williams to the News of The World. Worried bosses in Talbot Street quickly assembled the briefs and marched to the Golden Arches to prevent their star pupil leaving for their nearest rival. 

Perhaps, on hindsight, they could have saves a few euros on that exercise. The Journalist was at his new desk in early march and for that first month the News of the World managed to lift circulation by 998 copies in the month.

There was a feeling that the defection would hurt the Sunday World’s circulation – which they alluded to in their High Court Affidavit. It was also felt that the News of the World circulation would benefit greatly – which doesn’t seem to be that case.

They put on copies, but probably not in numbers they expected hiring a journalist for a reported €250,000. Just to cover that cost they would want to be looking at adding about 6,000 copies a week to their figure (that’s a crude estimate, but it would be near that figure).

No doubt Paul will get the scoops he’s noted for in the coming months, but the expected sales certainly didn’t materialise in March.

Only 143 copies to go for The People… 

Title Mar-10 Feb-10 M on M Mar-09 Y on Y
Daily Mirror 60,072 59,293 779 65,296 -5,224
Daily Record 756 893 -137 3,302 -2,546
Irish Daily Star 94,200 95,111 -911 105,603 -11,403
The Sun 86,598 86,872 -274 99,386 -12,788
           
Daily Express 2,926 2,988 -62 3,247 -321
Irish Daily Mail 49,271 53,235 -3964 51,470 -2,199
           
The Daily Telegraph 2,670 2,775 -105 3,081 -411
Financial Times 3,565 3,784 -219 4,176 -611
The Guardian 3,727 3,862 -135 4,499 -772
The Independent 1,081 1,088 -7 1,877 -796
The Times 2,549 2,492 57 2,835 -286
Morning Market 307,415 312,393 -4,978 344,772 -37,357
           
           
Daily Star – Sunday 52,493 54,611 -2118 61,221 -8,728
News of the World 130,919 129,921 998 137,768 -6,849
Sunday Mail 1,856 1,670 186 6,144 -4,288
Sunday Mirror 36,448 36,752 -304 40,497 -4,049
The People 20,142 20,374 -232 23,619 -3,477
           
Sunday Express 3,904 4,016 -112 4,604 -700
Sunday Post 814 811 3 884 -70
The Mail on Sunday 111,500 116,102 -4602 107,519 3,981
           
Independent on Sunday 1,551 1,502 49 2,108 -557
The Observer 8,193 8,608 -415 10,956 -2,763
The Sunday Telegraph 2,422 2,416 6 2,852 -430
The Sunday Times 111,771 113,963 -2192 119,575 -7,804
Sunday  Market 482,013 490,746 -8733 527,199 -45,186
           
Racing Post 8,754 6,726 2028 9,452 -698
Total Market 798,182 809,865 -11683 871,971 -73,789