June 2016 Irish ABC Newspaper circulation

Share on facebook
Share on twitter
Share on linkedin

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.

TitleJun-16Jun-15May-16Y/YM/M% Ch Y/Y% Ch Y/Y
Daily Mirror35,99340,80939,001-4,816-3,008-12%-8%
Daily Record269292281-23-12-8%-4%
Irish Daily Star53,51355,71951,847-2,2061,666-4%3%
The Sun69,11557,95758,07611,15811,03919%19%
Tabloids158,890154,777149,2054,1139,6853%6%
Daily Express2,5752,6382,485-6390-2%4%
Irish Daily Mail48,19958,94946,173-10,7502,026-18%4%
        
The Daily Telegraph2,3862,6482,334-26252-10%2%
Financial Times2,3072,3002,2347730%3%
The Guardian2,4632,4752,185-122780%13%
The Times2,8792,4612,59141828817%11%
Morning Market219,699226,248207,207-6,54912,492-3%6%
        
Daily Star – Sunday15,31315,69315,386-380-73-2%0%
The Sun/NotW66,76752,78257,66213,9859,10526%16%
Sunday Mail723829756-106-33-13%-4%
Sunday Mirror24,72630,15126,140-5,425-1,414-18%-5%
The People9,34610,9219,705-1,575-359-14%-4%
        
Sunday Express3,1453,1742,973-29172-1%6%
Sunday Post749937781-188-32-20%-4%
The Mail on Sunday85,30985,12181,1041884,2050%5%
        
The Observer4,9774,6094,2393687388%17%
The Sunday Telegraph2,2322,3761,956-144276-6%14%
The Sunday Times75,96778,18773,419-2,2202,548-3%3%
Sunday     Market289,254284,780274,1214,47415,1332%6%
        
Total Market508,953511,028481,328-2,07527,6250%6%

 

Correction 27/07/16 amended Daily Star Figure.