A post News of the World sales boom for the Mail on Sunday has proved to be short lived according to the guardian – which suggests the title has lost 70,000 readers over the weekend to 2m.
The reversal was the sharpest of all the Sunday’s who’d benefited from the demise of Rupert Murdoch’s star performer, despite an ongoing price cutting campaign outside Scotland.
Prior to the NoW closure the Mail on Sunday had typically been drawing in 1.9m readers per week and had hit a high of 2.4m.
The People on the other hand emerged as the chief beneficiary in the new market, managing to retain its newly acquired readership to maintain an elevated circulation of 880,000.
It is the only title which has returned to its full price and continues to sell close to its immediate post-NoW spike.
The Sunday Mirror has seen sales dip from a high of 2.1m to settle at 1.88m whilst the Daily Star Sunday has stabilised at 710,00 after hitting a high of 880,000.
The Sunday’s market has been in turmoil since July 10 when the NoW, which drew around 2.67 readers each week, abruptly closed.
All the papers are experiencing a lull in sales as the last two weekends in August see the majority of people take their holidays.