Tabloid sales shine as Today’s readers take to new homes

LONDON - The Sun and the Daily Mail are winning the battle for former Today readers, as more than 90 per cent of them turned to an alternative national newspaper in the week after Today's closure.

Unofficial sales estimates show the Sun, which inserted a promotional

pull-out containing discount vouchers into the last issue of Today,

shifted around 200,000 extra copies each day last week. This is an

increase of 5per cent on its average daily circulation of just over 4

million for the six months to October.

Meanwhile, the Daily Mail, which offered a free copy to all ex-Today

purchasers throughout the first week, is understood to have put on

around 140,000 extra daily sales, up more than 7 per cent.

The Daily Mirror, which offered a pounds 5 gift to anyone who introduced

a Today reader to the title, is thought to have sold an extra 100,000

copies, a rise of almost 4 per cent. The Daily Express was up four per

cent or 50,000 and the Daily Star, which reduced its cover price in

Scotland and southern England, was up 3 per cent or 20,000 extra copies.

All the papers benefited from an extraordinary news week. Nevertheless,

the estimates suggest that nearly 90 per cent of Today’s 570,000 buyers

have remained in the national press market.

Reacting to the figures, Neil Jones, a director of TMD Carat, said: ‘It

is not massively surprising on the back of such aggressive marketing,

but it is encouraging. The acid test will be in a month’s time.’


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