ABC Analysis : Scotland - February 2012
Overview by Fiona Booth - Research Manager
According to official figures from ABC, the Sunday Mail held on to the #1 spot in Scotland this month with a circulation figure of 347,571, enough to keep the new upstart The Sun (Sunday) and its launch circulation of 321,302 from being the new upset.
However, the Sunday Mail still saw losses of circa 10k copies this month on last, the biggest actual decline of both the national and indigenous titles in Scotland, so how long it can hold on to that top spot is up for debate. On the plus side, the Sunday Mail’s circulation is only up 1.5% on last year, so it shouldn’t see swathes of its readers beating a path back to News International’s doors like some of the other popular titles in Scotland might (Daily Star Sunday with your 120% year on year growth, I’m looking at you!).
The Daily Record continues to inch its way to positivity with an extra 359 copies this month on January, the only homegrown title not to have posted losses, and which is more than could be said for The Scottish Sun who were down over 4k copies compared to last month. Maybe there is only so much anyone can read about the goings on at Murray Park…
After a good start to the year, Scotland on Sunday lost a goodly chunk of the gains reported in January by falling back 8% this month. Over the year the title is down a worrying 16%, the greatest percentage decline in Scotland of all but The Independent, who can at least blame their falling circulation on cutting back on its bulks. Sister title The Scotsman also posted declines on the month and on the year, but not to the same degree.
Of the West Coast based qualities, The Sunday Herald managed to hold on to almost all of last month’s 8% gain on December, dropping just 337 copies this month. Sister daily, The Herald, was down just a few more, losing 360 copies to pretty much tread water on last month. Longer term, however, both titles are down on the same time last year by 7% and 10% respectively.
All figures sourced from ABC