The Daily Sport has put some numbers behind its claim earlier this month to have seen an ‘encouraging uplift’ in sales.
In a recent trading update, parent company Sport Media Group said its average daily circulation in May was in excess of 75,000 for the first time since November last year.
In a further statement today, Sport editor-in-chief Murray Morse said circulation of the weekday editions of the Daily Sport was up 9.4 per cent in the seven weeks after Easter (from 13 April to the end of May) to 80,000.
The Saturday edition, he said, was up 6.45 per cent to an average of 51,000 and the Sunday Sport climbed 11.9 per cent to 70,000.
The Sport titles pulled out of the ABC audit in February, so today’s figures cannot be officially verified.
“These figures are a tribute to the entire company, coming as they do at a time when we’ve had to make redundancies in all areas,” Morse said.
“The editors of the Daily Sport and Sunday Sport, Pam McVitie and Nick Appleyard, and Gary Doran who looks after the Saturday Sport, have all worked tremendously hard to make the papers more exciting and a ‘must-have’ purchase – and this is paying off handsomely.
“And the figures are also a tribute to our honorary publisher, David Sullivan, who has breathed new life into our titles in recent weeks.”
Sullivan, a former Daily Sport owner, rejoined the paper recently to help boost its circulation and profitability.
Morse added: “What is remarkable about these figures is that they come in the face of continuing cover price cuts by rival red tops, The Sun, and the Daily Star, and in a climate where nearly every newspaper in the country, be it national or regional, is suffering falling sales.”