The Mirror just managed to fend off the Daily Mail in the battle to
be Britain’s second-biggest-selling newspaper last month, but only
thanks to bulk sales of nearly 44,000.
The latest figures from the Audit Bureau of Circulations put the Mirror
just 11,655 copies ahead of the Mail. Without the ballast of bulks,
however, the Mirror fell behind with an average daily full-rate
circulation of 2,123,244 compared with 2,123,765 for the Mail.
The ABC decided to include Mirror Group’s three-day bulk sales promotion
with Ladbrokes, which ran from 26 March for three days, despite News
International’s allegations that it was a ’cynical’ bulk sales deal
which went against the newspaper market’s recent efforts at greater
transparency (Campaign, 3 April).
Ray Hall, chief executive of the ABC, said that although News
International had challenged the inclusion of this bulk sale in March’s
ABC figures, it qualified within the old ABC rules which will be in play
until the end of June.
’Our priority was to make sure the figures went out last week and those
copies under the Ladbrokes promotion were liable under the old
We are now addressing the second question of whether it would be allowed
under the new rules. We would like to discuss it with Mirror Group, as
well as News International.’
The daily broadsheets performed well, with the exception of the Times
which recorded a fall in circulation of just over 3.3 per cent to
783,852. Year on year, however, the Times’s circulation was up by just
under 3 per cent. The Financial Times continues to turn in healthy
circulation figures, with a 1.67 increase in circulation month on month
and a 12.8 per cent growth year on year to 359,458.