Average daily sales of the Daily Mail have nudged above two million for
the second month running, according to February ABC figures.
Sales of the Mail rose a total of 8 per cent in the wake of Today’s
closure in November, outstripping all its rivals. But February’s figures
show that since the end of the a special offer to former Today readers,
paid circulation has slipped back 1.27 per cent to 2,039,713.
Both the Daily and Sunday Express showed signs of halting their sales
decline last month as the revamps under their new editors, Richard Addis
and Sue Douglas, began to take effect. Sales were still down marginally
month-on-month at 1,265,016 and 1,279,984 respectively.
In the quality Sunday market, the Observer picked up slightly on
January, rising 2.63 per cent to 461,367. The title, which was this week
the subject of takeover speculation as Mohamed al-Fayed reportedly
mounted a bid, remains 4.19 per cent down over the past six months
compared with the same period last year.
Meanwhile, annual sales figures for 1995 reveal the extent to which the
Times emerged victorious from the newspaper price war in the quality
daily market last year. The paper increased its sales by 21.35 per cent
on 1994, to sell an average 657,857 copies a day in 1995. The Daily
Telegraph, which for most of the year retailed at 30p to the Times’s
20p, held steady at just over one million.
Bill Kinlay, media director at the Network, said: ‘People have bought
the Times, trialled it and stuck with it. It is not just a short-term