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Daily Record Herald The Scotsman

Sales setback for Scottish papers

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By The Drum Team, Editorial

May 13, 2011 | 2 min read

Scottish sales figures of The Herald, Scotsman and Sunday Herald have dropped below 50,000, 40,000 and 30,000 respectively, according to the most recent Audit Bureau of Circulation figures.

The Herald’s daily sales figures have fallen below 50,000 for the first time in living memory, with the newspaper selling an average of 49,574 copies in Scotland per day in April.

This is down from the 54,704 copies per day the newspaper sold in Scotland the same month a year ago.

The Scotsman likewise saw its circulation figures dip to their lowest levels in recent decades, with a sales-in-Scotland average of 39,739.

725 sales outside Scotland however ensured the Edinburgh paper’s overall average didn’t fall below 40,000, but year-on-year comparisons see the publication’s circulation down 9.6% on its average of 43,962 copies for the same period a year ago.

The Sunday Herald meanwhile saw its average circulation fall below 30,000 in April. Before relaunching in magazine format in January the Sunday publication averaged sales of around 42,000 copies.

The Scottish Sun, the country’s biggest selling daily, saw sales-in-Scotland fall 6.5% year-on-year, down to 322,335 from 344,753 in April 2010.

Rival the Daily Record dropped 5.8% y-o-y, down to 286,644 from 304,206 last April.

The biggest selling newspaper in Scotland was the Sunday Mail, with an average of 336,166 copies sold last month, down 9% on the same period last year.

The Sunday Times sold 56,759 in Scotland compared to 65,600 in April last year when it offered more Scottish content.

Scotland on Sunday meanwhile dropped from 57,698 a year ago to an average of 50,626 this year.

Daily Record Herald The Scotsman

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