Broadsheets do well in Diana reader fight

Broadsheets outperformed the popular press during September, as demand for newspapers grew across the board after the death of Diana, Princess of Wales.

Broadsheets outperformed the popular press during September, as

demand for newspapers grew across the board after the death of Diana,

Princess of Wales.



Figures revealed this week by the Audit Bureau of Circulations showed an

overall sales increase of 6.2 per cent for all newspapers.



However, the alleged role of paparazzi in the car crash which killed

Princess Diana, Dodi Al Fayed and the driver of the car, sparked a

backlash against the popular papers, reflected in the fact that

newspapers such as the Guardian and the Independent stormed ahead with

increases of 10.6 per cent and 11.8 per cent respectively, while the Sun

rose by just 0.6 per cent and the Mirror by 2.8 per cent.



The Independent’s figures, however, also reflect the week-long price

reduction to 20p from 16 September following its relaunch.



Sunday newspapers did even better, with the Observer up 19.7 per cent,

the Independent on Sunday up 13 per cent and the Sunday Times up 11.5

per cent. The Express on Sunday also performed extraordinarily well, up

just over 10 per cent.



The only daily newspapers to experience a fall in sales were the Daily

Star, the Racing Post and the Sporting Life.



Nine months on from its intensive rejuvenation programme, the Mirror

appears to have reversed the long-term trend of declining sales. It has

made consistent increases in circulation since June.



The Mirror Group hopes to build on this new-found stability by investing

in a new Saturday magazine, the Look, which it launched last week, and

by continuing with a heavyweight branding campaign.



The Mirror’s editor, Piers Morgan, admitted: ’Saturday is the real

battle and, to be fair, we have had our arse kicked there. We were

woefully small in terms of pagination and what we offered. The Mail and

the Express have powered through that market.’



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