September, brings a form of normality, if you’re a Circulation Manager anyway. That particular creature likes school, school runs and no summer holidays. Circulation people look with distain at tomes analysing the Chaos Theory. They just want calm and trends and straight line regression analysis.
Month on month September does answer some of their prayers.
The month on month lift in the Morning market was mainly carried by the Daily Mail. They were also the only paper to register a positive year on year (we don’t bother with analysing or speaking of the Daily Records numbers ever since they suddenly “lost” 80% of their circulation one night last year and had no explanation for it). Looking at the year on year, again, the tabloids are the big fallers and the market overall is back over 15,000.
The Sunday market, whilst up month on month, takes a pounding year on year down 31,000. Again the Mail on Sunday is the only publication to register a positive year on year. The Sunday Times, News of the World and Star on Sunday all loosing roughly 10,000 a piece.
In terms of revamps it was an interesting month. The Sun introduced Buzz magazine on Saturdays – so maybe next month will show some movement in their figures. The Sunday Tribune went tabloid compact. To analyse their efforts we’ll have to wait until next year – until February of 2011 – to see their figures. Such a fast paced and dynamic environment some of the press work in.
I nearly forgot! I’m a big fan of the Racing Post, not from a punters perspective I hasten to add, but in their efforts to constantly innovate. Earlier this year they introduced an Irish Edition – specifically to cover uniquely Irish Sport – Domestic Soccer, Gaelic Football and Hurling and the “Dags” (Greyhound Racing). This month they really had a brain wave.
Later this month the introduce a Belgium Edition. Each night they will translate their paper into French, spit the PDF to all the Ladbrokes shops in Belgium who will in turn print copies on a specialised Oki printer which will assemble the pages like a normal paper. Now I don’t know enough about Belgium and their thirst for that type of information – but I suppose if Ladbrokes have shops there there has to be a market.
| Title | Aug-10 | Sep-10 | +/-M on M | Sep-09 | +/-Y on Y |
| Daily Mirror | 62,091 | 62,835 | 744 | 64,786 | -1,951 |
| Daily Record | 913 | 767 | -146 | 501 | 266 |
| Irish Daily Star | 92,240 | 92,798 | 558 | 99,621 | -6,823 |
| The Sun | 87,312 | 86,914 | -398 | 92,905 | -5,991 |
| Daily Express | 3,243 | 3,067 | -176 | 3,499 | -432 |
| Irish Daily Mail | 49,007 | 50,679 | 1,672 | 50,212 | 467 |
| The Daily Telegraph | 3,158 | 3,081 | -77 | 3,077 | 4 |
| Financial Times | 3,316 | 3,728 | 412 | 3,840 | -112 |
| The Guardian | 3,803 | 3,734 | -69 | 4,256 | -522 |
| The Independent | 1,124 | 1,002 | -122 | 1,273 | -271 |
| The Times | 2,810 | 2,592 | -218 | 2,762 | -170 |
| Morning Market | 309,017 | 311,197 | 2,180 | 326,732 | -15,535 |
| Daily Star – Sunday | 57,449 | 51,602 | -5,847 | 62,465 | -10,863 |
| News of the World | 125,565 | 126,375 | 810 | 136,847 | -10,472 |
| Sunday Mail | 1,898 | 1,840 | -58 | 920 | 920 |
| Sunday Mirror | 40,184 | 38,646 | -1,538 | 40,917 | -2,271 |
| The People | 20,608 | 20,345 | -263 | 22,249 | -1,904 |
| Sunday Express | 4,332 | 4,078 | -254 | 4,695 | -617 |
| Sunday Post | 809 | 790 | -19 | 860 | -70 |
| The Mail on Sunday | 104,822 | 111,849 | 7,027 | 105,784 | 6,065 |
| Independent on Sunday | 1,584 | 1,360 | -224 | 1,802 | -442 |
| The Observer | 7,858 | 7,851 | -7 | 9,849 | -1,998 |
| The Sunday Telegraph | 2,635 | 2,587 | -48 | 2,692 | -105 |
| The Sunday Times | 105,462 | 107,651 | 2,189 | 117,587 | -9,936 |
| Sunday Market | 473,206 | 474,974 | 1,768 | 506,667 | -31,693 |
| Racing Post | 6,541 | 6,496 | -45 | 7,506 | -1,010 |
| Total Market | 782,223 | 786,171 | 3,948 | 833,399 | -47,228 |
Still isn’t pretty!
