ABC Analysis – The Sun, The Independent, The Daily Express, The Sunday Times : May 2012
Overview by Fiona Booth – Research Manager
The National newspaper market saw a marginal slide in overall circulation of 0.92% in May compared to April. Compared to May last year, however, sales are down a much steeper 7.7% (substituting the News of the World’s circulation from May 2011 to compare to The Sun (Sunday) in May 2012).
The Sun was the highest circulating national newspaper in May, according to new figures released today by ABC, posting an average net circulation of 2.6 million for the month. Close on its heels is sister title The Sun (Sunday) with circulation of 2.2 million in May. At the other end of the scale, The Independent was the lowest circulating national title again, posting a circulation figure of only 93,983 this month as it lost 4.72% of sales compared to April, the biggest drop of any of the nationals this month.
The Daily Express laid claim to the greatest percentage growth month on month, up 5.15% on April, as well as putting on the most physical copies this month, with circulation up 29,257. Rival mid market, The Daily Mail, however, lost the most physical copies this month, dropping 60,140 copies, but it’s still far ahead of the Daily Express, outselling it three times over. Overall, the mid market sector mirrored the total national market with circulation down by 0.94% on the month and down by 6.31% on the year.
The quality sector saw a dip this month, down 1.1% on April’s sales. The Sunday Times had a bit of reversal of fortune, having had a good April it took the biggest hit in May and dropped 30,936 sales compared to last month. Long term, the quality sector is looking the worst hit, with sales down 10.53% in May compared to the same time last year.
The Popular sector was also down overall on last month, but marginally less so than either the mids or the qualities at 0.83% (based on substituting the News of the World’s circulation from May 2011 to The Sun (Sunday) in May 2012). The Sun (Sunday), despite holding on to that number two spot, continues to lose sales, down by 55,309 this month which, at least, isn’t quite as steep as the 129,453 lost last month. The Daily Star continues to appear to be the only Sunday popular still holding on to the new readers it gained following the News of the World’s demise last year, with circulation this month up a whopping 57% on last May, the highest year on year figure of any of the national titles.
All figures sourced from ABC