The latest industry estimates suggest the Sunday Mirror is the only newspaper holding on to the majority if its gains following the closure of the News of the World on 10 July.
According to Mediatel, the Sunday Mirror sold 1,950,000 copies on Sunday, compared with 2 million the week before and 1.9m on 17 July – the first week without the News of the World.
The Sunday Mirror’s average sale in June was 1,087,796, according to ABC.
The Sunday Mirror apparently held on to its gains despite reducing its cover discount on Sunday and selling for 75p, rather than 50p as it did on the first two weeks without the NoW.
The Mail on Sunday, which continued to sell at a reduced price of £1 on Sunday, is losing the early gains it made following the closure of the NoW. According to MediaTel, it sold 2,190,000 copies on Sunday, compared with 2.4m the week before and 2.6m on the first week without the News of the World. Its audited sales figure for June was 1,927,791.
The Daily Star Sunday is apparently also losing its early gains. The Mediatel figures give it 730,000 sales on Sunday, 31 July, versus 800,000 the week before, and 1m in the first week without the News of the World. The Daily Star Sunday’s average sale in June was 305,978.
According to Mediatel’s estimates the Sunday Express has been steady at around 700,000 sales in the post NoW market, versus 539,478 a week in June.
Mediatel estimates that The People has improved its position to 940,000 sales on 31 July, versus 900,000 the previous two weeks. The People’s average sale in June was 474,549.
So far, the majority of the News of the World’s readers/purchasers appear to have stayed in the Sunday newspaper market.
In June, the tabloid Sundays sold an average of 7,002,020 copies a week. On Sunday, 31 July, Mediatel estimates that the sold a combined total of 6,520,000 copies.
The News of the World’s average sale in June was 2,667,428.
With the new Premiership football season due to kick off on 13 August there is still no news from News International about any plans to launch a Sunday edition of The Sun.