Trinity Mirror’s Sunday titles still exploiting market gap

Sunday tabloids are still seeing a huge year on year circulation increase on the back of The News of the World’s demise, according to latest ABC data.

/m/g/y/newspapers160.jpg

The bounce for these titles is showing no sign of tailing off, although they are seeing small month on month dips.

Trinity Mirror’s Sunday Mirror is up 37.68% year on year for the six months May to October, with an average net circulation for October of 1,773,627, putting on some 700,000 copies since the axing of the News of The World. Sister title The People is up 35% for the period to 804, 126 for October.

The Daily Star Sunday is also up 56.92% for the six months to 688,058 for October.

News International culled the News of the World in July to try and diffuse the toxicity of the phone hacking scandal. There has been speculation that the publisher is again looking at launching a “Sunday Sun” to fill the gap.

In the daily popular market the Daily Mirror dropped 5.82% for the period year on year and 2.24% month on month. The Sun held up circulation month on month but is down 6.43% year on year and the Daily Star dropped 16.76% year on year and 3.31% month on month. It appears coverage of The X Factor has not really translated into circulation gains for publishers.

Daily quality titles are all falling month on month except for the i, which celebrated its first birthday during October, and the Financial Times. The i jumped 14.68% but sister title The Independent fell 24.6% to 133,449, perhaps indicating cannibalisation by the i is now becoming apparent.

The Guardian introduced a price rise on 19 September, taking its daily edition to £1.20, however circulation is only down 0.87% month on month to 230,541, suggesting the newspaper is down to a loyal core audience. The Daily Telegraph just announced a price rise to £1.20.

In the mid-market both the Daily Mail and the Daily Express held steady, dropping 0.5% month on month.

Sunday quality titles saw limited falls except for the Independent on Sunday, which crashed 15.5% month on month to 130,942. The Sunday Telegraph was the next biggest faller, down 2.03% to 471,894.

The Mail on Sunday actually jumped 1.04%, back to over two million month on month and is up 3.4% year on year. Likewise the Sunday Express also rose 11.48% year on year, suggesting both titles are also picking up some News of the World readers.

Many publishers have ceased printing overseas editions and have stripped out bulks, all of which contribute to a decline in print circulation.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here