Irish Newspaper Circulations August 2011

A very interesting, if not perplexing, batch of figures. Last month was the first without the News of The World and the signs were that buyers of that paper all found new homes – temporary shelter as it turned out.

The News of the World in its last month (June) sold 113,000. The month is made no appearance the market was sown 33,000, suggesting that 80,000 had switched to another paper. It now look like that was very short lived. The Sunday Market in August was back over 50,000 copies, which is a massive month on month fall.

Could it be that the ex-NoW readers turned to other publications on the first week and then abandoned them? My own theory is that the NoW was, in the main, a secondary purchase all along which was supplemented in the first week and abandoned as a bad idea in the second.

Now most of the July beneficiaries of the closure still managed to hang on to a few copies they gained in August. But looking at this month it’s difficult to see them keeping them all. The Mirror and Star are still +8k ion the June figure, before the closure. The People up 2.5k but the Mail Sunday is below its pre closure figure by 1,500 copies.

The Morning papers were probably going through a bit of a mid-summer slump with the three tabloids taking a bit of a knock on a month on month basis and most definitely on a year on year basis.

In overall terms the market is down a staggering 137,000 year on year.


Aug 11

Jul-11

Aug 10

M/M

Y/Y

Daily Mirror

61,826

63,492

62,091

-1,666

-265

Daily Record

705

734

913

-29

-208

Irish Daily Star

84,138

86,562

92,240

-2,424

-8,102

The Sun

79,355

80,052

87,312

-697

-7,957

Daily Express

3,135

3,347

3,243

-212

-108

Irish Daily Mail

49,835

49,787

49,007

48

828

The Daily Telegraph

3,049

3,155

3,158

-106

-109

Financial Times

3,475

3,473

3,316

2

159

The Guardian

3,815

4,055

3,803

-240

12

i

681

720

-39

681

The Independent

1,023

1,124

1,124

-101

-101

The Times

2,334

2,342

2,810

-8

-476

Morning Market

288,409

298,843

309,017

-10,434

-20,608

Daily Star – Sunday

32,042

45,537

57,449

-13,495

-25,407

News of the World

125,565

Sunday Mail

1,697

2,007

1,898

-310

-201

Sunday Mirror

50,827

66,980

40,184

-16,153

10,643

The People

21,982

26,620

20,608

-4,638

1,374

Sunday Express

4,411

4,732

4,332

-321

79

Sunday Post

771

813

809

-42

-38

The Mail on Sunday

115,347

132,419

104,822

-17,072

10,525

Independent on Sunday

1,518

1,888

1,584

-370

-66

The Observer

7,547

8,157

7,858

-610

-311

The Sunday Telegraph

2,957

3,315

2,635

-358

322

The Sunday Times

110,472

107,250

105,462

3,222

5,010

Sunday Market

349,571

399,718

473,206

-50,147

-123,635

Racing Post

6,675

7,162

6,541

-487

134

Total Market

644,655

705,723

782,223

-61,068

-137,568