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Sunday Mirror pips Mail on Sunday in paid for circulation

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By The Drum Team, Editorial

August 18, 2011 | 2 min read

Unofficial circulation figures from the weekend suggest that the Mail on Sunday has been overtaken by the Sunday Mirror in terms of paid for circulation for the first time in 14 years.

The leapfrog occurred at the weekend, according to the guardian, following an apparent dip in sales at the Mail of around 150,000 copies to 1.89m whilst the Mirror shed 100,000 paying punters to total 1.9m sales.

The declines come despite the demise of the News of the World, which has acted as a boon for its Sunday rivals who have mostly profited from cannibalising its readership.

These figures do not take into account bulk sales at the Mirror totalling some 109,333 copies, sold for a nominal to rail companies, hotels and gyms where they are distributed free of charge.

The Sunday Mirror last bested its long-time rival in 1997, ending a long period of dominance throughout the 1980s when it regularly totted up sales of around 3m.

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