As it a calendar year it a good time to look at over numbers – but the ones that count – €’s. Looking at the circulation figures and the cover price of the respective papers – we can see the how the shift in numbers affects the top-line. There are a few caveats to this analysis. It’s the difference in average circulation between the first half and second half of the year, it’s the December cover price that’s used and a title with different cover price at the weekend – the week day cover price was used (normally the lesser). In the morning market the tabloids took the brunt of the blow accounting for about 70% of the decline. €6.5 was taken out of the market. That’s not €6.5m from the publishers – they would net about half of a titles revenue. There are plenty of mouths in that food chain – retailers, wholesalers, VAT etc. In the Sunday market – we’ll begin by ignoring the figures for the Sunday Mail. Again the tabloids are back a good bit and the market declined by nearly 18,000 copies. €8.2m was lost in this market on average throughout 2009.
| Title | Total | Ave Diff | Cost |
| Daily Mirror | €19,647,940 | -1551 | -€483,964 |
| Daily Record | €369,564 | -1558 | -€486,148 |
| Irish Daily Star | €42,652,064 | -5234 | -€2,285,993 |
| The Sun | €28,533,180 | -5231 | -€1,632,020 |
| Daily Express | €788,736 | 112 | €26,130 |
| Irish Daily Mail | €15,304,328 | -3175 | -€990,444 |
| The Daily Telegraph | €1,127,942 | -175 | -€65,645 |
| Financial Times | €2,929,420 | -396 | -€308,750 |
| The Guardian | €1,302,964 | -348 | -€108,472 |
| The Independent | €399,152 | -625 | -€195,000 |
| The Times | €818,558 | -162 | -€47,967 |
| Morning Market | €113,873,848 | -18342 | -€6,578,273 |
| Daily Star – Sunday | €6,298,510 | -2012 | -€219,692 |
| News of the World | €9,640,528 | -1752 | -€127,533 |
| Sunday Mail | €227,643 | -4303 | -€335,608 |
| Sunday Mirror | €2,680,486 | -567 | -€38,318 |
| The People | €1,485,792 | -2614 | -€176,695 |
| Sunday Express | €334,880 | -83 | -€6,006 |
| Sunday Post | €58,046 | -19 | -€1,273 |
| The Mail on Sunday | €11,721,875 | -1537 | -€159,796 |
| Independent on Sunday | €171,467 | -231 | -€22,806 |
| The Observer | €1,117,084 | -952 | -€113,819 |
| The Sunday Telegraph | €269,880 | -176 | -€18,269 |
| The Sunday Times | €14,829,577 | -2696 | -€350,480 |
| Racing Post | €954,612 | -723 | -€93,990 |
| Sunday Market | €49,790,380 | -17662 | -€1,664,287 |
| Total Market | €163,664,228 | -36004 | -€8,242,560 |
