The Sun and the Mirror recorded their lowest circulation figures
since at least 1962 for the month of October, according to new data from
the Audit Bureau of Circulations.
Last month, the Mirror achieved an average circulation of 2,300,504,
down just over 3 per cent year on year. The Sun’s circulation stood at
3,749,138, down 4.6 per cent year on year. The disappointing sales
performances come just two months after the death of Diana, Princess of
Wales, suggesting the backlash against the use of paparazzi photography
is continuing to dog the papers.
The broadsheets fared better, although all titles except the Financial
Times dropped sales month on month following the exceptional upsurge in
circulation across the board in September after Diana’s death. The FT’s
average 333,309 copy sales in October was its highest circulation for
decades and year-on-year sales were up 8.7 per cent.
The Independent’s October ABCs - a measure of the success of its revamp
in September - showed sales of 265,156, up just under 3 per cent on
August’s figures, but down 8 per cent month on month.
The Daily Telegraph and the Times continued to benefit from price
promotions, both maintaining circulation above figures for August at
1,099,953 and 814,899 respectively and showing healthy year-on-year
rises.
However, a move to take News International to task over its aggressive
price-cutting strategy (Campaign, 24 October) is gathering momentum.
Lord McNally, the Liberal Democrat Trade and Industry spokesman in the
Lords, has drawn up amendments to the Competition Bill draft, where it
is proposed that selling products below cost should be outlawed. McNally
said: ’A lot of dodgy pricing is going on in the newspaper market.’
