National newspaper + online ABCs: Mail Online audience down nearly a fifth in September compared with last year

Mail Online has seen its audience fall by nearly a fifth year-on-year to more than 11.4m, according to new ABC figures.

The UK’s largest news website recorded a 19 per cent drop in the number of daily average unique browsers on its website in September, compared with the same month last year.

News websites audited by ABC all fell last month, including The Sun, Reach (comprising the Mirror, Express and Star titles) and Mail stablemate Metro.

It was another month of industry-wide print circulation decline for national newspapers as well, with double-digit falls for a number of titles.

The Mail, Telegraph and Mirror titles have all stopped counting bulk sales.

Total daily average unique browsers for September 2018 (ABC):

Website	Total daily avg unique browsers (Sept 2018)	Year-on-year % change
Mail Online	11,459,894	-19%
Metro	2,175,005	-9%
Reach (inc. Mirror/Express/Star)	8,478,838	-7%
The Sun	4,846,527	-7%

National newspaper circulations for September 2018 (ABC):

Publication	Total circulation (Sept 2018)	Year-on-year % change	Bulks
Metro FREE	1,453,596	-1%
The Sun	1,416,886	-8%	118,222
Daily Mail	1,252,144	-11%
The Sun on Sunday	1,208,596	-9%	118,223
The Mail on Sunday	1,051,489	-13%
London Evening Standard FREE	857,004	-3%
The Sunday Times	719,765	-5%	84,063
Daily Mirror	546,201	-12%
Sunday Mirror	455,863	-15%
The Times	424,876	-5%	90,426
The Daily Telegraph	363,002	-23%
Daily Star	355,918	-14%	700
Daily Express	333,460	-11%
Sunday Express	288,440	-11%
The Sunday Telegraph	284,971	-18%
i	242,408	-9%	53,719
Daily Star – Sunday	219,814	-13%
Financial Times	182,523	-4%	30,738
Sunday People	177,446	-15%
The Observer	163,417	-7%
The Guardian	135,742	-8%
Sunday Mail	126,666	-16%
Daily Record	124,184	-12%
Sunday Post	111,515	-16%	538
City AM FREE	84,951	-6%