Daily Mirror fares worst in tabloid-wide circulation slump

The Daily Mirror has seen the biggest year-on-year drop in circulation with 3.45% drop in sales, according to the latest Audit Bureau of Ciculations figures. The fall marked a trend in the national tabloid market, which declined by 3.14% since last month.

The Sun also saw sales decline despite its 20p price promotion by 2.7% to just over 3m copies and The Daily Star reported 4.5% dip from last month.

The Financial Times was the only national newspaper to see a rise in circulation both in October and year-on-year. It experienced a 1.85% rise to 449,385 in October with a 1.47% increase on the same month in 2006.

The Pearson-owned paper relaunched earlier this year with an a TV, outdoor and cinema ad campaign.

The other broadsheets did not fare as well with The Times circulation sinking by 1.77% in October to 642,895. It recently appointed Clemmow Hornby Inge (CHI) poaching it from The Daily Telegraph, which saw a marginal cut in its circulation of 0.96% in October to 882,413.

The Guardian showed an unchanging circulation of 364,513 while The Independent saw a drop of 4.5% in October to 240,134.

The News of The World was the most popular Sunday paper slipping only by 2.7% to 3.35 million compared to the Sunday Mirror, which saw a significant 4% drop to 1.39 million in October.

The Observer showed an increase of 3.1% to 487,216 as did The Sunday Telegraph with 1.03% and The Sunday Times with 2.43% in the last month.

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