The Sun dropped below three million sales for the first time since 1974 in December when it fell 1.42 per cent year-on-year to 2,985,672.
Despite falling below the psychologically important three million mark – editor Rebekah Wade can at least console herself that The Sun out-performed the rest of the red-top market – which fell 2.36 per cent year-on-year in December. Next week Wade will complete her fifth year as The Sun’s first female editor.
There was better news at the Evening Standard which was up 8.1 per cent year-on-year compared to a 7.17 per cent drop year-on-year the previous month. However, the Standard’s headline ABC of 284,406 masks the fact that 99,354 copies are now given away free (compared with 53,682 a year before).
Minus bulks, the Standard’s paid-for sale was down 11.6 per cent year-on-year.
Elsewhere in the daily market, the Financial Times was the only title to increase its ABC sales figure – up 2.62 per cent year-on-year to 449,187.
FT chief executive John Ridding said: “These figures, showing a year on year increase globally and in the UK, round off an extremely successful year for the Financial Times. They reflect strong and sustained demand for quality journalism and the value of our international editorial operation at a time of big global stories.”
Daily Newspaper sales in December 2007 + precentage increase/decrease year-on-year
Daily Mirror: 1,494,114, down 3.04 per cent
Daily Record: 385,928, down 5.23 per cent
Daily Star: 726,465, down 3.19 per cent
The Sun: 2,985,672, down 1.42 per cent
Daily Express: 744,539, down 3.78 per cent
Daily Mail: 2,310,806, down 0.01 per cent
Daily Telegraph: 873,523, down 2.89 per cent
Financial Times: 449,187, up 2.62 per cent
The Herald: 66,870, down 4.3 per cent
The Guardian: 353,436, down 3.34 per cent
The Independent: 228,400, down 4.34 per cent
The Scotsman: 52,993, down 7.79 per cent
The Times: 615,313, down 3.22 per cent
Racing Post: 67,011, down 4.58 per cent
Evening Standard: 284,406, up 8.1 per cent