Guardian and Sun feel February chill in national ABCs

by Jacquie Bowser, Brand Republic 07-Mar-08, 12:40

LONDON - Nearly all the national paid-for dailies suffered a decline in circulation during February, with The Guardian and The Sun being worst hit with respective 6% and 4% drops, according to the latest newspaper ABCs.

The Guardian's circulation fell 6.01% from January to 355,634 copies, while its six-month average is down 4.29% year on year to 362,280 copies.

Its quality sector rival The Times also felt a sting in February as its circulation dropped 3.26% to 613,068 copies. Its six-month average is also down 3.65% year on year to 633,332 copies.

The Daily Telegraph's circulation fell 2.63% to 866,693 copies and its six-month average is down 2.26% year on year to 881,071 copies.

Pearson's Financial Times maintained its upward trend, rising 0.27% to 448,342 copies in February. Its six-month average is again the only positive figure out of all the national dailies, up 1.9% year on year to 445,825 copies.

The Independent followed on from the gains it made in January, posting a 0.72% rise in circulation during February to 252,435 copies. However, its six-month average is down 5.59% year on year to 242,679 copies.

In the red-top sector, News International's The Sun suffered a blow, dropping 4.13% to 3,077,060 copies during February. However, its six-month average is down by only 0.13% year on year to 3,114,496 copies.

Its main rival, the Daily Mirror, which had a 'Mr Men' book giveaway during the month, fell 0.79% to 1,500,543 copies. Its six-month average is down 3.79% year on year to 1,525,011 copies.

The Daily Star was another title to buck the trend, rising 0.13% to 723,905 copies during February. Its six-month average is down 2.79% year on year to 753,304 copies.

The Daily Mail's circulation dropped by 0.82% to 2,294,880 copies, while its six-month average is down by 0.68% year on year to 2,329,396 copies.

Its mid-market rival The Daily Express felt a pinch and dropped 2.13% during February to 736,634 copies. Its six-month average is down 1.73% year on year to 769,576.

Comments

CHRIS ARNOLD - 10/03/2008

When will newspaper get with the time and stop using ABC1s? It's a totally stupid way to define audiences and irrelevant to modern marketing. No one with half a brain would define their audience by an out dated Victoria definition of consumers.