IoS sales hit record low in September

by John Reynolds, Media Week 10-Oct-08, 13:15

LONDON -The Independent on Sunday dropped to a record low monthly circulation figure in September, plummeting nearly 15% year on year and more than 7% month on month, to an average circulation of 182,511, according to the latest ABC figures.

Independent News and Media's Sunday title will be hoping that its much-trumpeted full-colour redesign, introduced at the end of September, will help lure new readers.

September marked only the fourth time in its history that the circulation of the Independent on Sunday has fallen below 200,000. This is despite giving away 37,095 bulk copies which are sold to train lines, airlines and hotels, but given away free to consumers. The title previously fell below the mark in August and before that, in November 2007 and November 2006.

Rival quality title The Observer was up 10.17% month on month, although down 4.06% year on year, but the remaining quality national tiles all suffered year-on-year declines.

The Sunday popular titles had a torrid month, with Trinity Mirror-owned titles The People falling 13.17% year on year to an average circulation of 625,580 and the Sunday Mirror dropping 9.37% year on year to an average circulation of 1,315,906. The rival News of the World fell 5.93% year on year to an average circulation of 3,242,085.

Northern & Shell's Daily Star Sunday fell a jaw-dropping 21.25% year on year to an average circulation of 382,251.