June 2016 Irish ABC Newspaper circulation

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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.

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