The figures today bring us to the halfway point in the year. Like last month, there are a few numbers below the surface distorting reality – which I’ll endeavour to bring to the surface.
The most notable number is that of The Sun who had a sale of 69,000 for the month, an increase of 19% on the previous month. Initially, the paper declared it was going to run a €0.50 promotion throughout the Euro’s until the 10th June, coinciding with the cup final.
However, they decided to stick with it for the whole of the month of July. A costly exercise for the month in terms of forgone revenue (which I’d estimate at €600k if they kept the retailer margin as it was in May), but paying dividends of a 19% increase in sales.
The Daily Mail’s figure shows an increase of 4% on the previous month, however, does not reveal the 18% bulks in that figure. In June, one in five of their sales fell into the ‘Multiple Copy Sales ‘ category, whereas in May the same category accounted for 9% of the total sale, that’s why the increase is a noteworthy observation.
The Daily Star increased is sale on the month and the Daily Mirror felt the wrath of The Sun promotion dropping 3,000 on the month or 8%.
In the Sunday Market the pricing was the main contributory factor to the gains and falls – amongst the tabloids at any rate. Like the daily, The Sun on Sunday continued the price promotion across the month and managed a 26% increase on the previous month to 66,700. The Mirror and People paid the price and dropped 18% and 14% respectively during the promotion.
The Mail on Sunday, like the daily, also availed of the ‘Multiple Copy Sales ‘ this month with 15% of the sale in that category, up from 3% the previous month.
The Sunday Times added 2,500 bringing them up to just shy of 76,000 and all the pricing and the smoke and mirrors availed of this month meant a 2% increase in the Sunday Market year on year. I reserve the applause.
Title | Jun-16 | Jun-15 | May-16 | Y/Y | M/M | % Ch Y/Y | % Ch Y/Y |
Daily Mirror | 35,993 | 40,809 | 39,001 | -4,816 | -3,008 | -12% | -8% |
Daily Record | 269 | 292 | 281 | -23 | -12 | -8% | -4% |
Irish Daily Star | 53,513 | 55,719 | 51,847 | -2,206 | 1,666 | -4% | 3% |
The Sun | 69,115 | 57,957 | 58,076 | 11,158 | 11,039 | 19% | 19% |
Tabloids | 158,890 | 154,777 | 149,205 | 4,113 | 9,685 | 3% | 6% |
Daily Express | 2,575 | 2,638 | 2,485 | -63 | 90 | -2% | 4% |
Irish Daily Mail | 48,199 | 58,949 | 46,173 | -10,750 | 2,026 | -18% | 4% |
The Daily Telegraph | 2,386 | 2,648 | 2,334 | -262 | 52 | -10% | 2% |
Financial Times | 2,307 | 2,300 | 2,234 | 7 | 73 | 0% | 3% |
The Guardian | 2,463 | 2,475 | 2,185 | -12 | 278 | 0% | 13% |
The Times | 2,879 | 2,461 | 2,591 | 418 | 288 | 17% | 11% |
Morning Market | 219,699 | 226,248 | 207,207 | -6,549 | 12,492 | -3% | 6% |
Daily Star – Sunday | 15,313 | 15,693 | 15,386 | -380 | -73 | -2% | 0% |
The Sun/NotW | 66,767 | 52,782 | 57,662 | 13,985 | 9,105 | 26% | 16% |
Sunday Mail | 723 | 829 | 756 | -106 | -33 | -13% | -4% |
Sunday Mirror | 24,726 | 30,151 | 26,140 | -5,425 | -1,414 | -18% | -5% |
The People | 9,346 | 10,921 | 9,705 | -1,575 | -359 | -14% | -4% |
Sunday Express | 3,145 | 3,174 | 2,973 | -29 | 172 | -1% | 6% |
Sunday Post | 749 | 937 | 781 | -188 | -32 | -20% | -4% |
The Mail on Sunday | 85,309 | 85,121 | 81,104 | 188 | 4,205 | 0% | 5% |
The Observer | 4,977 | 4,609 | 4,239 | 368 | 738 | 8% | 17% |
The Sunday Telegraph | 2,232 | 2,376 | 1,956 | -144 | 276 | -6% | 14% |
The Sunday Times | 75,967 | 78,187 | 73,419 | -2,220 | 2,548 | -3% | 3% |
Sunday Market | 289,254 | 284,780 | 274,121 | 4,474 | 15,133 | 2% | 6% |
Total Market | 508,953 | 511,028 | 481,328 | -2,075 | 27,625 | 0% | 6% |
Correction 27/07/16 amended Daily Star Figure.