January ABCs: Observer up 21 per cent following relaunch to 542,000 sales

Dominic Ponsford

Official circulation figures for January show the Observer’s Berliner-size relaunch to have been a massive success – boosting sales by more than 20 per cent year-on-year.

It is a far more impressive start than the Guardian enjoyed back in October when it changed sizes. Time will tell whether it is the new format the readers love or the massive promotional activity associated with the launch.

The 542,075 circulation total for January is the paper’s highest since it was bought by Guardian Media Group in 1993 and compares with 430,403 for the previous month.

The Observer’s Berliner relaunch took place on January 8, meaning the ABC figure represents a full month of sales in the new format. There were no Sunday papers on January 1.

The Independent on Sunday was another major circulation winner, 16.89 per cent year-on-year to 241,414, helped by a successful language learning CD promotion.

 

UK national newspapers circulation for January 2006
 
  Current month Last Month mth/mth Last Year Yr/Yr
  Jan 06 Dec 05 +/- % Jan 05 +/- %
National morning popular
Daily Mirror 1,727,672 1,678,997 2.90 1,748,327 -1.18  
Daily Record 451,932 438,652 3.03 471,708 -4.19  
Daily Star 820,070 779,556 5.20 861,825 -4.84  
The Sun 3,319,337 3,119,757 6.40 3,382,509 -1.87  
Total of average daily net
circulation
6,319,011 6,016,962 5.02 6,464,369 -2.25  
National morning mid market
Daily Express 849,001 800,403 6.07 949,238 -10.56  
The Daily Mail 2,389,011 2,311,023 3.37 2,409,121 -0.83  
Total of average daily net
circulation
3,238,012 3,111,426 4.07 3,358,359 -3.58  
National morning quality
The Daily Telegraph 917,043 897,385 2.19 920,745 -0.40  
Financial Times 441,840 439,563 0.52 422,519 4.57  
The Herald 76,934 74,328 3.51 80,273 -4.16  
The Guardian 394,913 380,693 3.74 376,816 4.80  
The Independent 258,387 250,195 3.27 257,100 0.50  
The Scotsman 67,201 63,263 6.22 69,771 -3.68  
The Times 685,081 661,400 3.58 686,327 -0.18  
Total of average daily net
circulation
2,841,399 2,766,827 2.70 2,813,551 0.99  
 
Overall total of average daily net
circulation
12,398,422 11,895,215 4.23 12,636,279 -1.88  
National morning sporting
Racing Post 72,135 72,994 -1.18 73,170 -1.41  
London evening
Evening Standard 337,080 321,227 4.94 350,671 -3.88  
National morning group
The Daily Mirror / Daily Record 2,179,604 2,117,649 2.93 2,220,035 -1.82  
 
 
           
           
National Sunday popular
Daily Star Sunday 439,067 382,231 14.87 459,933 -4.54  
News of the World 3,789,176 3,509,189 7.98 3,823,317 -0.89  
Sunday Mail 547,405 530,996 3.09 585,657 -6.53  
Sunday Mirror 1,574,054 1,513,323 4.01 1,652,375 -4.74  
The People 895,275 886,235 1.02 1,001,389 -10.60  
Sunday Sport 143,506 139,489 2.88 156,558 -8.34  
Total of average Sunday net
circulation
7,388,483 6,961,463 6.13 7,679,229 -3.79  
National Sunday mid market
Sunday Express 877,101 809,041 8.41 976,055 -10.14  
The Mail on Sunday 2,404,511 2,215,765 8.52 2,446,465 -1.71  
Total of average Sunday net
circulation
3,281,612 3,024,806 8.49 3,422,520 -4.12  
National Sunday quality
Independent on Sunday 241,414 219,040 10.21 206,527 16.89  
The Observer 542,075 430,403 25.95 446,818 21.32  
Scotland on Sunday 82,380 71,691 14.91 81,475 1.11  
Sunday Herald 63,529 60,465 5.07 58,189 9.18  
The Sunday Telegraph 682,739 642,256 6.30 692,107 -1.35  
The Sunday Times 1,357,153 1,313,258 3.34 1,375,982 -1.37  
Total of average Sunday net
circulation
2,969,290 2,737,113 8.48 2,861,098 3.78  
 
Overall total of average Sunday net
circulation
13,639,385 12,723,382 7.20 13,962,847 -2.32  

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