Experts from Carat in Edinburgh review the latest media data releases, divulge the key trends in media and offer insightful views using their own bespoke research.
Overview by Fiona Booth – Research Manager
Sales of daily and Sunday newspapers in Scotland in October were down by 0.7%* on September according to new figures released by ABC today.
The top three titles remain unchanged from last month with The Scottish Sun holding on to its position as biggest selling newspaper in Scotland, posting an average net circulation north of the border this month of 284,298. The Scottish Sun also lost the most physical sales in the month, down circa 5k on September, which has really narrowed the gap between it and second placed Sunday Mail (281,945) to less than 2.5k copies. The Daily Record rounds out the top three with an average net circulation of 243,726 this month.
Longer term, the Scottish market is declining slightly faster than the national market, with total sales of the dailies and Sundays down 4.76% compared to last October.
The Sunday Mail was the only homegrown or tartan-topped title not to lose circulation this month, although at +396 copies it’s probably fairer to call it treading water. Longer term, the Sunday Mail lost the greatest percentage share year on year, down 22.6%. The Scotsman fared worst month on month with circulation down 2.8% on September’s figures following the second cover price hike this year.
All figures sourced from ABC
* The Herald and Sunday Herald are now only releasing six monthly figures and are therefore not included in this analysis.
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