National press ABCs: Star is top riser, up 20%

Popular and mid market round-up

Price cutting has helped two red-tops out perform an otherwise flagging market for the print editions of UK national newspapers.

The 20p Daily Star increased its sale by 20.1 per cent year on year to 887,106 and the 30p Sun kept its circulation more or less stable at 3,121,407 – down 0.4 per cent year on year.

Elsewhere in the popular and mid market sectors, the Trinity Mirror-owned national titles all flagged circulation-wise in July, according to ABC.

The Daily Mirror was down 7.2 per cent to 1,340,028, the Glasgow-based Daily Record dropped 10.4 per cent to 343,165 and the Sunday Mirror dropped 5.2 per cent to 1,248,613.

In the mid-market both the Express titles out-performed the rival Mail titles – possibly pressing home cover prices which are 10p cheaper during the week and 20p cheaper on Sundays.

The Guardian announced this week that it plans to stop including bulk free copies in its ABC circulation total.

In the mid and popular markets only the Mail titles currently give away a significant amount of bulks. The Daily Mail gives away by far the most: 131,143, or six per cent of its total sale. At the Mail on Sunday bulks account for 117,732 of the 2,040,939 overall ABC.

Journalists at the News of the World and People will both be satisfied with year-on-year circulation drops of 2.5 per cent and 7 per cent respectively – which show a slowing in the pace of decline. In June the NoW was down 4.8 per cent and The People down 8.3 per cent.

The Mail on Sunday’s 7.5 per cent circulation hit will partly reflect drastically reduced marketing budgets compared with this time last year.

Popular and mid market dailies

Daily Mirror: 1,340,028, down 7.2 per cent

Daily Record: 343,165, down 10.4 per cent

Daily Star: 887,106, up 20.1 per cent

The Sun: 3,121, 40, down 0.4 per cent

Daily Express, 734,045, down 0.19 per cent

Daily Mail: 2,178,640, down 4 per cent

Racing Post: 62,344, down 2.07 per cent

Popular and mid market Sundays

Daily Star Sunday: 414,533, up 6.6 per cent

News of the World: 3,104,205, down 2.5 per cent

Sunday Mail: 419,076, down 10.5 per cent

Sunday Mirror: 1,248,613, down 5.2 per cent

The People: 594,759, down 7 per cent

Sunday Express: 645,342, down 1.5 per cent

Sunday Post: 353,727, down 9.8 per cent

The Mail on Sunday: 2,040,939, down 7.5 per cent

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