Times assault on the Daily Telegraph falters

- The Times' circulation challenge to the Daily Telegraph appears to be faltering, according to the latest Audit Bureau of Circulations figures.

- The Times' circulation challenge to the Daily Telegraph appears to be faltering, according to the latest Audit Bureau of Circulations figures.

The Times dropped back 2.23 per cent in April down from 783,852 to 766,385, while the Telegraph held steady recording a fall of only 0.29 down to 1,074,464.

The fall in circulation for the Times since January, when the Times circulation stood at 842,341, averages out at 25,000 a month. This comes even after a completely revamped Saturday package, backed by an advertising campaign, and appears to indicate that while readers are prepared to sample at a reduced price, a significant number of them are not prepared to switch.

Most titles saw a fall in circulation in April, which is traditionally blamed upon Easter. However, both the Independent on Sunday and the Observer both recorded small rises with the Observer moving up 1.42 per cent to 415,617 and the Independent on Sunday up a little less at 1.32 per cent to 259,551.

The Sun, the Daily Mirror and the Daily Star all fell by 1.82 per cent, 1.12 per cent and 0.96 per cent respectively. However, there was good news for Mirror Group in the Sunday market, where the Sunday Mirror recorded a circulation rise of 3.29 per cent, almost exactly mirroring a fall in circulation of 3.79 per cent recorded by the News of the World.





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