NEWSPAPER ABCs: Guardian and Observer outperform falling market in September

Both The Guardian and Observer outperformed the national newspaper market in September to make strong month-on-month gains in circulation.

NEWSPAPER ABCs: Guardian and Observer outperform falling market in September

According to figures from the Audit Bureau of Circulations posted today (11 October), September was a good month ABC-wise for the Guardian and Observer, with both titles seeing strong month-on-month circulations. The papers were the best performers.

Guardian News & Media's Sunday title, The Observer, enjoyed a 3.28% rise in average monthly circulation to 223,948 despite increasing its coverprice by 20p to £2.70p mid-way through the month.

The Sunday newspaper was helped by a renewed burst of the 'Own the Weekend' ad campaign, created by Bartle Bogle Hegarty with media planning and buying handled by PHD. The title also launched a new supplement called Observer Tech Monthly and new biannual magazine The Fashion last month.

Its weekday sibling, The Guardian reported a 4.16% rise to 197,542. It follows the newspaper's coverage of Nepalese workers in Qatar, a UN inspector’s views on bedroom tax.

David Pemsel, chief commercial officer at GNM, said: "We’re thrilled with our September print performance, with both the Guardian and Observer outperforming the entire market from August to September.

"We've had an excellent 12 months and - beyond our encouraging print figures - our digital strategy is really paying off, and the recent move to our new domain,, clearly signals our global ambitions. The forthcoming launch of Guardian Labs will only strengthen our ability to offer even more brands and businesses the opportunity to partner with us and connect our engaged audiences with their consumers in new and exciting ways."

Elsewhere, September 2013 proved to be another tough month for national newspaper sales in the UK. There were circulation falls across the board, with no clear impact of the arrival of the Sun's new online paywall in August.

The Sun and Sun on Sunday both reported print circulation drops. Tabloid rivals, the Mirror and Sunday Mirror, which both unveiled a new mid-top positioning and their biggest campaign in a decade, #MadeUThink, reported monthly falls of 1.91% and 2.38% respectively. 


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