A marginal decrease in the mornings this month. Taking into account the ‘disruption’ in the buying cycle for Easter and School holidays – its not a bad result.
However the year on year picture is very bleak. The tabloids account for 24,000 of the 29,000 drop in the market year on year. Just how much more blood letting can that tabloids take is anyone’s guess.
The Sunday market is beginning to get a little interesting. In last months figures, it looked as if the much publicised defection of Paul Williams to the News of the World didn’t materialise into sales with the paper only adding 998 copies in Pauls first month at his new desk.
But the continuing heavy advertising campaign and, it has the be said, the input that Paul has made into the paper story wise, would seem to have paid off with the paper gaining 9,400 month on month – pretty respectable in these ‘straitened times’.
The only obvious looser in the figures below would seem to be the Sunday Daily Star who dropped 1,800 month on month. However the picture is incomplete. As the ‘established’ Irish Papers don’t produce monthly circulation figures, we don’t know how the Sunday World has faired in the past two months.
One would suggest that the Sunday Market has not expanded of late and therefore the copies that were picked up by the News of the World have to be coming from another paper. But in this fast paced environment we will have to wait until August (when the Sunday Worlds figures are published) to get an answer to that question.
There was really no point in commenting on the Racing Post figure last month. Their March figure would, historically be their strongest on the back of the Cheltenham Festival. In February they brought out an Irish Edition and expanded their coverage to include specifically Irish sports such as GAA and the League of Ireland. On the back of the April figures, it looks as if the gamble paid off.
Overall the whole market is up 9,000 month on month but back 7.7% year on year. The publications that innovated and took some brave steps made the gains in this months figures.
| Title | Mar-10 | Apr-10 | Apr-09 | M on M | Y on Y |
| Daily Mirror | 60,072 | 60,155 | 65,126 | 83 | -5,054 |
| Daily Record | 756 | 780 | 2,625 | 24 | -1,869 |
| Irish Daily Star | 94,200 | 93,350 | 102,002 | -850 | -7,802 |
| The Sun | 86,598 | 86,179 | 96,198 | -419 | -9,600 |
| Daily Express | 2,926 | 2,895 | 3,329 | -31 | -403 |
| Irish Daily Mail | 49,271 | 49,537 | 50,746 | 266 | -1,475 |
| The Daily Telegraph | 2,670 | 2,878 | 3,175 | 208 | -505 |
| Financial Times | 3,565 | 3,588 | 4,169 | 23 | -604 |
| The Guardian | 3,727 | 3,757 | 4,666 | 30 | -939 |
| The Independent | 1,081 | 1,139 | 1,848 | 58 | -767 |
| The Times | 2,549 | 2,621 | 3,006 | 72 | -457 |
| Morning Market | 307,415 | 306,879 | 336,890 | -536 | -29,475 |
| Daily Star – Sunday | 52,493 | 50,611 | 64,057 | -1,882 | -11,564 |
| News of the World | 130,919 | 140,329 | 134,309 | 9,410 | -3,390 |
| Sunday Mail | 1,856 | 1,561 | 6,831 | -295 | -4,975 |
| Sunday Mirror | 36,448 | 35,503 | 40,811 | -945 | -4,363 |
| The People | 20,142 | 20,576 | 25,826 | 434 | -5,684 |
| Sunday Express | 3,904 | 4,070 | 4,844 | 166 | -940 |
| Sunday Post | 814 | 785 | 903 | -29 | -89 |
| The Mail on Sunday | 111,500 | 114,727 | 111,936 | 3,227 | -436 |
| Independent on Sunday | 1,551 | 1,858 | 2,405 | 307 | -854 |
| The Observer | 8,193 | 8,006 | 9,569 | -187 | -1,376 |
| The Sunday Telegraph | 2,422 | 2,471 | 2,560 | 49 | -138 |
| The Sunday Times | 111,771 | 111,128 | 118,375 | -643 | -6,604 |
| Sunday Market | 482,013 | 491,625 | 522,426 | 9,612 | -40,413 |
| Racing Post | 8,754 | 7,534 | 8,379 | -1,220 | 375 |
| Total Market | 789,428 | 798,504 | 859,316 | 9,076 | -69,888 |
