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Sunday tabloids hit by half million sales decline

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By John Glenday, Reporter

January 14, 2012 | 2 min read

Latest figures from the Audit Bureau of Circulation suggest that Britain’s Sunday tabloids have been hit by a collective sales decline of 542,247 copies since the abrupt demise of the News of the World.

The numbers point to 800,000 of News of the World’s former 2.66m readership simply abandoning the Sunday market altogether with the papers red top rivals adding just 1,865,242 copies to their combined tally for june and July 2011..

Since then however sales have declined further with a collective loss of an additional 542,247 sales bringing the total decline in the Sunday’s market to 1,344,433 – almost exactly 50% of the NoW’s former reach.

The Daily Star continues to be the biggest beneficiary of the NoW collapse, registering a 90% increase in sales in the year to December to 640,406 whilst the Sunday Mirror is the single largest beneficiary in terms of sales volume – up 62.5% over the same period to 1,702,008.

By contrast the Mail on Sunday has apparently relinquished any gain it might have had, down 2.19% year on year to 1,909,075.

ABC sales figures in full...

Mail on Sunday

Headline circulation: 1,909,075

Month-on-month change: -3.37%

Year-on-year change: -2.19%

UK and Ireland paid-for circulation: 1,719,677 (90% of total)

Overseas: 90,536

Sunday Mirror

Headline circulation: 1,702,008

Month-on-month change: -3.30%

Year-on-year change: +62.50%

Overseas: 33,148

The People

Headline circulation: 780,266

Month-on-month change: -2.55%

Year-on-year change: +60.33%

Overseas: 17,651

Daily Star Sunday

Headline circulation: 640,406

Month-on-month change: -3.76%

Year-on-year change: +90.11%

Overseas: 9,114

Sunday Express

Headline circulation: 626,832

Month-on-month change: -4.78%

Year-on-year change: +15.04%

Overseas: 21,638

Sunday Times

Headline circulation: 935,442

Month-on-month change: -3.32%

Year-on-year change: -7.21%

Overseas: 41,997

Sunday Telegraph

Headline circulation: 452,858

Month-on-month change: -2.69%

Year-on-year change: -7.64%

Overseas: 8,601

The Observer

Headline circulation: 266,659

Month-on-month change: -0.03%

Year-on-year change: -11.54%

Overseas: 0

Independent on Sunday

Headline circulation: 128,394

Month-on-month change: -3.54%

Year-on-year change: -14.65%

UK and Ireland paid-for circulation: 71,659 (56% of total)

Overseas: 561

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