The Independent has failed to hang on to the extra circulation it
gained after its September revamp, according to the latest round of
sales figures from the Audit Bureau of Circulations.
The title’s circulation in November fell more than 3 per cent on its
October sale to 256,840, its lowest point since June. Its publisher,
Newspaper Publishing, submitted seven exclusion days - when sales are
not counted because of distribution difficulties beyond the publisher’s
control - during the month. None of the paper’s rivals submitted any
Andrew Marr, the editor of the Independent who instigated the new look,
had hoped to broaden the newspaper’s readership and bring in readers,
but the controversial design appears to have alienated existing readers
while not attracting new ones.
The picture for the Independent on Sunday’s circulation is also bleak,
with a fall of just under 5 per cent in November to 291,102.
Tim McCloskey, deputy managing director of BMP Optimum, said: ’The
evidence is that when they promote the Independent, they can increase
But they haven’t got the resources to do that ad infinitum.’
The figures also show the tabloid market is struggling, with overall
circulation down by just under 2 per cent month on month, and just over
4 per cent year on year.
The tabloid market leader, the Sun, has fallen to 3,691,306, down 1.54
per cent on October and almost 5 per cent year on year, sparking
speculation that its owner, Rupert Murdoch, will cut the price, as he
did the last time sales dipped to this level.
Tim Kirkman, the director of press at TMD Carat, said: ’There is
definitely room for price elasticity in the popular market.’
The Mirror, almost a year on from its overhaul, is down just under 2 per
cent on last month, and 3.2 per cent year on year.