Seven nationals each suffer double digit drop

Seven national newspapers suffered a double-digit drop in circulation in October with quality titles faring badly as the entire national market recorded a year-on-year fall.

The Times recorded the largest year-on-year decline as it dropped 16.21 per cent last month to an average daily circulation of 479,107, according to figures released today by the Audit Bureau of Circulations.

The News International daily was joined by five other quality titles in suffering a double-digit circulation fall, these were: The Daily Telegraph, The Guardian, The Observer, The Sunday Telegraph and The Sunday Times.

The Daily Star saw its average daily circulation dip below 800,000 in October – a year-on-year drop of 5.15 per cent and a month-on-month decline of 8.19 per cent – after Richard Desmond brought to an end is almost two-year run of offering the paper at a discounted rate, often as low as 10p.

During October the Daily Star sold an average of 197,726 copies each day at 30p in the UK – however, a daily average of 411,853 were sold in the UK below cover price.

National newspaper print circulations for October 2010 (source ABC)

(Figures are: average daily sale and percentage change year on year)

National Morning Popular

  • Daily Mirror 1,215,081 -6.24
  • Daily Record 320,736 -5.45
  • Daily Star 793,487 -5.15
  • The Sun 2,904,180 -4.04

Total of average daily net circulation 5,233,484 -4.82

National Morning Mid Market

  • Daily Express 642,695 -7.92
  • Daily Mail 2,129,328 -1.29

Total of average daily net circulation 2,772,023 -2.91

National Morning Quality

  • The Daily Telegraph 655,006 -14.70
  • Financial Times 401,898 -2.65
  • The Herald 52,861 -6.22
  • The Guardian 276,428 -11.37
  • The Independent 182,412 -2.48
  • The Scotsman 42,855 -7.03
  • The Times 479,107 -16.21

Total of average daily net circulation 2,090,567

National Sunday Popular

  • Daily Star Sunday 347,642 -4.67
  • News of the World 2,812,005 -8.24
  • Sunday Mirror 1,133,256 -6.11
  • The People 508,496 -7.91

Total of average Sunday net circulation 5,186,597 -7.47

National Sunday Mid Market

Total of average Sunday net circulation 2,909,029 -5.49

National Sunday Quality

  • Independent on Sunday 154,367 -1.55
  • The Observer 313,466 -14.57
  • The Sunday Telegraph 506,391 -13.95
  • The Sunday Times 1,058,333 -11.25

Total of average Sunday net circulation 2,128,472 -11.59

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