ABCs: Despite election all quality dailies fall y-o-y

The circulation of all quality daily papers dropped year-on-year last month despite sales being boosted by the protracted saga of the election which eventually resulted in the formation of a Conservative/Liberal Democrat coalition.

All quality daily papers grew circulations month-on-month in May but the increases weren’t sufficient to reverse the downward year-on-year trend, according to figures released today by the Audit Bureau of Circulations.

The Daily Telegraph was the biggest faller as its overall circulation dropped 16.49 per cent year-on-year to a daily average of 698,456 in May.

The Guardian and The Times both also recorded double digit year-on-year falls in average circulation.

All quality Sunday papers also recorded a decline in year-on-year circulations. The Sunday Telegraph was the biggest faller, dropping 17.18 per cent year-on-year to a weekly average of 512,819 each week in May.

Full national newspaper ABC figure for May 2010: Source ABC

(Average daily sale for May followed by percentage change year on year)

National Morning Quality

The Daily Telegraph 698,456 -16.49

Financial Times 399,862 -2.69

The Guardian 300,472 -10.47

The Independent 194,501 -4.85

The Times 515,379 -12.82

Total of average daily net circulation 2,208,965 -11.12

National Sunday Quality

Independent on Sunday 164,188 -1.95

The Observer 340,247 -16.10

The Sunday Telegraph 512,819 -17.18

The Sunday Times 1,117,749 -6.42

Total of average Sunday net circulation 2,234,335 -10.17

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