Guardian, FT and Indy all down in slow month for qualities

by Jacquie Bowser, Brand Republic 09-May-08, 12:30

LONDON - The Guardian saw its circulation decline by almost 2% during April in what was a slow month for all of the national quality newspaper titles, according to the latest Audit Bureau of Circulation figures.

The Guardian's sales fell by 1.99% month on month to 351,031 copies and its six-month average is down 3.44% year on year to 358,169.

Its quality counterparts did not perform much better. The Financial Times' circulation dropped for the first time since October. It fell 1.47% during April to 448,241 copies, however its six-month average remains up by 0.61% year on year to 448,350 copies.

The Independent continued to slide, dropping 1.29% month on month to 243,398 copies. Its six-month average is down 4.37% to 242,242 copies.

The Times fell 0.65% to 618,160 copies and its six-month average is down 3.33% year on year to 622,785.

The Daily Telegraph's circulation was down by 0.29% month on month to 871,598 copies. Its six-month average is down by 2.68% to 875,924 copies.

The Daily Mail's cover price rise from 45p to 50p during April did not prevent it from recording a month on month rise in sales. Its circulation was up by 0.7% to 2,324,428 copies. However its six-month average is down 0.46% to 2,313,131 copies.

Circulation at its mid-market rival The Daily Express, which is priced at 40p, fell 0.63% to 727,180 copies. Its six-month average is down 3.09% to 742,644 copies.

The paper has been running a banner across its front page since the Mail upped its cover price that highlights its 40p price tag and reads: "10p cheaper than the Daily Mail and ten times better".

The Sun, which is to end its 20p price cut in London and the south-east on Monday next week and bump the title up to 25p, was up 1.16% in April to 3,131,919 copies. Its six-month average is also up 0.65% year on year to 3,091,770.

Its red-top rival, the Daily Mirror, saw its circulation decline during the month, dropping 0.39% to 1,478,036 copies. Its six-month average is down 3.82% to 1,497,052.

The Daily Star stayed in the black. It was up by 1.11% from the month before to 730,244 copies. However, its six-month average is down 5.08% to 729,952 copies.

The Daily Sport continued to lose sales despite relaunching on April 21. Circulation dropped 2.2% to 95,060 copies.

In the Scottish sector, red-top newspaper the Daily Record was up 1.12% to 396,190 copies. Its six-month average is down 3.84% to 392,473 copies.

Scottish quality titles The Herald and The Scotsman both experienced a drop in sales. The Scotsman fell 2.09% to 52,015 copies and its six-month average is down 7.90% to 53,465 copies.

The Herald fell 1.40% in April to 65,747 copies and its six-month average is down 5.67% to 67,012.