Red-tops show early signs of recovery

LONDON - The red-tops significantly slowed their heavy readership declines of recent months in November, according to Audit Bureau of Circulation figures for the month.

Overall circulation for the Daily Mirror, Daily Record, Daily Star and The Sun amounted to 5,744,338 in November, a 1.39% decrease from the previous month. This compares with a 3.14% dip in readership between September and October

The Sun’s circulation fell by 2.7% in October, despite a price cut in London and the South East. Although readership fell again in November, there were signs of improvement as circulation dropped by 1.55% to 3,078,388 for the month.

The News International-owned title was the only red-top to have maintained a year-on-year rise in circulation in November – up 0.2%, compared with November 2006. But of the daily tabloid and middle market, it was the Daily Mail that proved to be the star performer, posting a year-on-year circulation rise of 1.4%.

The Daily Mirror also made headway in stemming its circulation decline, reporting a 0.43% drop to 1,518,881 in November.

The Daily Telegraph and The Herald were the only qualities to boost readership in November.
However, the Financial Times fared best among the qualities based on year-on-year performance, with a 2.8% lift in circulation to 444,880.

Brand Republic
11th December