I may have been a touch hasty writing the epitaph of the Daily Star when it lost its status as “King of the Tabloids” last month. It didn’t do too much, bar stand still, and let The Sun drop 1,200 copies to let The Daily Star regain its title. The Mirror also fell back by near enough 1,000 copies so the Daily Star was the only tabloid to gain in June.

It’s most likely the last ABC audit (in the Republic) for the Independent (London) and they have decided to withdraw from the Irish market.  Nothing of note in the morning market other than it’s back over 5,000 on the month, 30,000 on the year.

The Sun On Sunday had a much needed jump gaining over 3,600 on the month and it looks as if it was at the expense of the Sunday People which dropped 2,200 to a new low of 16,800. One can only speculate how long they are prepared to keep producing the title in Ireland. At those circulation levels and paltry advertising revenues, is it time to take the same ferry as the Indi?

The only other move was the Sunday Times where they dropped just over 4,000 in the month to 99,000 (below the physiological 100,000 barrier yada, yada, yada).  The Sun on Sunday gained a similar amount but I can’t see the two papers being in direct competition with each other, so it will be interesting to see if they get that back next month.

Finally, to show the volatility in the market: The morning papers normally exclude a bank holiday circulation for the simple reason they are disastrous. For example, this month’s ABC for the Sun was 71,381 but that’s excluded the Bank Holiday edition which came in at 59,038. Similarly, the Daily Star excluded the same day as their circulation fell to 59,355 and the Mirror 49,133. All a far cry from the monthly figure.      

 

Jun-12 Jun-11 May-12 YoY MoM
Daily Mirror  56,008 62,247 56,838 -6,239 -830
Daily Record 587 607 597 -20 -10
Irish Daily Star 72,113 84,134 72,022 -12,021 91
The Sun 71,381 78,441 72,610 -7,060 -1,229
200,089 225,429 202,067 -25,340 -1,978
Daily Express 2,954 3,199 2,917 -245 37
Irish Daily Mail 50,262 50,522 50,657 -260 -395
The Daily Telegraph 3,004 2,982 2,914 22 90
Financial Times 3,014 3,334 3,080 -320 -66
The Guardian 3,284 3,603 3,237 -319 47
i 531 624 543 -93 -12
The Independent 780 1,016 795 -236 -15
The Times 2,228 2,268 2,214 -40 14
Morning Market 266,146 292,977 268,424 -26,831 -2,278
Daily Star – Sunday 26,053 23,643 25,962 2,410 91
SoS/NotW 74,566 113,111 70,950 -38,545 3,616
Sunday Mail 1,144 1,605 1,125 -461 19
Sunday Mirror 41,839 42,429 42,356 -590 -517
The People 16,802 19,401 19,055 -2,599 -2,253
160,404 200,189 159,448 -39,785 956
Sunday Express 3,792 4,299 3,049 -507 743
Sunday Post 677 749 690 -72 -13
The Mail on Sunday 105,955 116,894 105,436 -10,939 519
Independent on Sunday 1,207 1,451 1,272 -244 -65
The Observer 6,203 7,166 6,233 -963 -30
The Sunday Telegraph 2,807 2,864 2,747 -57 60
The Sunday Times 99,003 104,794 103,021 -5,791 -4,018
Sunday  Market 380,048 438,406 381,896 -58,358 -1,848
Racing Post 5,918 7,162 5,616 -1,244 302
Total Market 652,112 738,545 655,936 -86,433 -3,824