On the Sunday side the market is also showing a downward trend having lost 69,000 copies in the last four years and or 11% decline in total. January 2004 the market stood at 1.274m copies every Sunday, it’s now to just a shade above 1.20m copies every Sunday. Over the four years some titles have bucked the overall newspaper tend completely – most notably the Sunday World where circulations have grown by nearly 17,000 copies. On the other end of the scale – the Irish People circulation is down a staggering 92% to 26,847 copies every Sunday. Surely they are near (if not at) the point where those levels of sales make it a completely uneconomical exercise. Or perhaps they are happy to “pay” for circulation with the ROI edition contributing over 4% of their over circulation.