Relative to some of the previous months, this hasn’t been too bad, but only on a month on month basis. June saw the start of the Football and Hurling, which may have contributed to a few sales and even the famous Anglo tapes might have helped papers other than the Indo a little as well.
The Daily Mirror added a few copies (and a shiny new website – which is worth a look at www.irishmirror.ie) up 700 on the month. The Star lost yet another few bundles down just over 1000 month on month and The Sun wasn’t too far behind loosing over 700 copies.
The tabloids are by far the biggest loser in the mornings but, as you can see form the graphic below showing the monthly rate of decline over the past 36 months, the decline is slowing – cold comfort perhaps.
In (another) lesson in tabloid marketing: do nothing and sell 22,000 papers every Sunday. That would be the mantra of the Daily Star on Sunday. The Sun on Sunday and the Sunday Mirror managed to add over 1, 000 copies each this month perhaps at the expense of the Mail on Sunday which dropped 1,600.
The Sunday Times is still finding returning to that 100,000 mark particularly elusive dropping 1,600 this month. Given they were plus 100 in March, it’s been a particularly bad few months.
Looking at this from a broader perspective in the Sunday market – the tabloids have fared well and the non-tabloids (the normal bipolar term for ‘Tabloid’ is ‘Quality’, but I think we can dispense with that formality at this point) have done badly.
Down 2,000 on the month and 60,000 year on year.
|Irish Daily Star||64,485||72,113||65,568||-7,628||-1,083|
|Irish Daily Mail||51,520||50,262||51,739||1,258||-219|
|The Daily Telegraph||2,883||3,004||2,883||-121||0|
|Daily Star – Sunday||22,624||26,053||22,117||-3,429||507|
|The Mail on Sunday||102,236||105,955||103,909||-3,719||-1,673|
|Independent on Sunday||1,207||-1,207|
|The Sunday Telegraph||2,807||2,807||2,755||0||52|
|The Sunday Times||92,817||99,003||94,510||-6,186||-1,693|