Let’s cut straight to the interesting market in July – The Sundays. The News of the World ceased trading and produced a final edition on the second Sunday of the month. However, they decided not to produce an ABC figure for the month- and why would they.
The previous month the NoW sold roughly 113,000 copies so , theoretically, they were all up for grabs (let’s leave aside multiple purchases). As the Sunday market was still down over 38,000 copies week on week, you can safely assume that only 75,000 copies found other new homes and we could also suggest that 38,000 of the 113,000 were part of a multiple purchase.
The main beneficiaries of the closure were the Sunday Mirror and, ironically, the Daily Star on Sunday. The Mirror was up nearly 25,000 and The Star up 22,000 to 53,303. The Sunday Mirror has close to doubled its circulation year on year on the back of the closure.
Before it closed The Sunday Star was selling around 35,000 in the last two months, but its average sale for 2010 was 53,488. So now, after closing the publication and making nearly 20 staff redundant, it’s back up to where it was.
The Mail on Sunday seems to have picked up a few of the strays as well gaining 15,000. The Sunday Times is up 2,500 but its doubtful if its disaffected News of the World readers and more their coverage of the event that got them a few extra copies.
Even if all the papers remaining had a good month, the market is still down nearly 74,000 year on year its biggest year on year difference in over 18 months and down over 10% year on year.
All of the Tabloids in the morning had a good month and collectively they gained 5,000. Again there are many factors here. Naturally they* covered the NoW story in great depth and certainly gained a few copies on the back of the story. Also the GAA was really ramped up and most of the provincial finals would have been in July which always manages to boost circulation. *they: in this instance it referrers to all tabloid morning papers, bar The Sun.
|Irish Daily Star||86,562||84,134||95,619||2,428||-9,057|
|Irish Daily Mail||49,787||50,522||48,934||-735||853|
|The Daily Telegraph||3,155||2,982||3,068||173||87|
|Daily Star – Sunday||45,537||23,643||53,303||21,894||-7,766|
|News of the World||113,111||127,262|
|The Mail on Sunday||132,419||116,894||103,397||15,525||29,022|
|Independent on Sunday||1,888||1,451||1,589||437||299|
|The Sunday Telegraph||3,315||2,864||2,596||451||719|
|The Sunday Times||107,250||104,794||105,591||2,456||1,659|
A rare departure here and we focus briefly on the UK. The Sunday market there was actually up 2.5% month on month. The Sunday Mirror was up 66% and the Daily Star on Sunday up a massive 135% (albeit on a lower base). In both jurisdictions it will be interesting as to how much of that sticks.
|Daily Star Sunday||289,582||681,445||391,863||135%|
|News of the World||2,587,262|
|The Mail on Sunday||1,808,835||2,128,986||320,151||18%|
|Independent on Sunday||123,621||139,651||16,030||13%|
|Scotland on Sunday||51,049||48,793||-2,256||-4%|
|The Sunday Telegraph||456,369||483,760||27,391||6%|
|The Sunday Times||948,361||933,013||-15,348||-2%|