Newspapers suffer monthly sales slide

The red-top and the mid-market national newspaper markets took another hit in October as both sectors failed to halt uniform circulation declines from September, according to the latest Audit Bureau of Circulations figures.

The only consolation was to be gained by those newspapers whose sales fell the least. The Daily Mail was the only paper to keep its month-on-month loss to less than 1 per cent.

The Daily Mail's circulation slid 0.97 per cent month on month to 2.35 million copies, while the Daily Mirror was down 3.28 per cent to 1.7 million copies a day.

The Sun, which is reeling from the departure of its star columnist, Richard Littlejohn, was down 2.3 per cent to 3.2 million copies a day.

However, the broadsheet market fared better, stimulated by the introduction of The Guardian's Berliner format in September.

The launch, which was backed up by a heavyweight marketing campaign, forced The Guardian's rivals to fight back with a string of promotions and editorial and format changes.

The Guardian experienced a slight drop in circulation of 0.22 per cent to 403,297, while The Times and The Independent rose 0.58 per cent to 703,492 and 1.71 per cent to 267,037 respectively.

The Daily Telegraph slid 0.29 per cent to 901,667 despite a relaunch in October.