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ABCs: Sunday paper sales plateau after huge post-NoTW spike


By The Drum Team, Editorial

December 9, 2011 | 2 min read

The huge spike in circulation enjoyed by Sunday tabloids in the wake of the News of the World closure appears to have peaked, with most titles now suffering a month on month decline in sales.

The latest ABC figures reveal that the big winners from the NoTW's decline, the Daily Star Sunday and Sunday Mirror, have lost a fraction of their readers but their sales are still well up on last year.

The Daily Star Sunday gained almost 400,000 readers in July after the closure of its controversial rival, and sales peaked in August at 744,981.

Sales for November were down to 665,435 (a -3.29% monthly decline) but its average June to July circulation of 625,189 still represents a mammoth 74% rise on last year's 359,241.

The Sunday Mirror endured a -0.76 decline in month to month sales but its average net circulation of 1,675,004 makes for a 48.31 year on year rise from 1,129,385.

The picture for daily titles remains gloomy with almost all suffering month to month sales drops and all down on last year.

The Daily Mail was one of few to enjoy a month on month sales rise (of 0.16), but its average net circulation of 2,028,297 is down -4.56% on last year's 2,125,292.


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