Unofficial figures suggest that The Guardian put on the 40 per cent growth following the move to the smaller format, which was supported by a major advertising campaign through DDB London. The paper is in need of significant sales increases to offset the £80 million it has invested in the relaunch.
Carolyn McCall, the chief executive of Guardian Newspapers, said: "Early reports suggest we have had a fantastic first-day performance, with a minimum 40 per cent increase in our headline sale. We invested a huge amount in encouraging readers to reappraise the paper. This has exceeded our highest expectations. We are delighted."
The Guardian's average headline circulation for August was 341,689, suggesting that on Monday the newspaper could have sold more than 450,000 copies.