Observer shines in tough climate

The Observer bucked the downward sales trend in the Sunday quality market last month, increasing circulation by 3.1% year on year.
September saw the paper secure average weekly sales of 472,252, which also saw it up nearly 30,000 or 6.7% month on month, according to figures released today by the Audit Bureau of Circulations.

Last month, the Observer's promotions included a Rugby World Cup supplement, two prints by veteran photographer Jane Bown, an Observer Book of Money and a DVD of Prince's Sign o' the Times.

All the other quality Sunday papers increased sales on the traditionally quiet holiday month of August, but recorded a drop in year-on-year terms.

The Independent on Sunday was the biggest percentage faller, down 8.8% year on year to 213,566 - which was nevertheless a 0.9% rise month on month.

The Sunday Times's year-on-year circulation decline eased off, perhaps reflecting the first like-for-like comparison since the paper's cover price went up to £2 in September last year.

The News International title sold an average of 1,244,218 copies last month, a 6.1% year-on-year decline, down from a 12.1% year-on-year decline in August.

On a month-on-month basis, the Sunday Times increased its sale by 4.6%.

The Sunday Telegraph, in Ian MacGregor's first month in charge, recorded an average sale of 644,828, down 4.7% on last year but up 0.5% on August.

Chris Tryhorn
Friday October 12, 2007
MediaGuardian.co.uk