World Cup fails to revive newspapers

The national newspaper market had another difficult month in June, with The Guardian and The Observer, which are still enjoying circulation boosts from their format changes, among the few titles to post sales gains.

The Guardian's year-on-year circulation rose by 5.2 per cent in June to 380,211, while The Observer's increased by 6.7 per cent to 470,762. There was also a strong increase for the Financial Times, which rose 3.4 per cent to 440,598, and The Mail on Sunday, which increased its sale by 2.8 per cent to 2,316,138.

However, interest in the World Cup failed to stimulate a red-top revival. The Sun's circulation fell by 2.5 per cent to 3,148,700, while the Daily Mirror's slipped by 6.1 per cent to 1,635,843.The News of the World's sales fell by 2.6 per cent to 3,471,415 as readers turned online and to interactive TV coverage for their World Cup news.

Mark Gallagher, Manning Gottlieb OMD's press director, said: "It's a bit disappointing, given there were World Cup specials in most titles. The Times, for instance, carried a copy of The Game almost every day, but it was down substantially at newsstands. A lot of this is down to promotional activity - it's a wider issue than changing content when a World Cup is on."

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