The Sun’s decision to stop discounting its Scottish edition has helped the Daily Record narrow the sales gap between the two archrivals.
According to September circulation data released today by ABC, the Daily Record’s average circulation north of the border was 346,687 – down 7.2 per cent year on year.
The Sun posted a circulation in Scotland of 376,384 – an annual decline of 8.6 per cent – after it scrapped the cut-price 20p edition in favour of a uniform 30p cover price nationwide.
The Record, published by Trinity Mirror, is now less than 30,000 copies behind, compared with a 38,000 gap this time last year.
Mark Hollinshead, the Trinity Mirror Nationals managing director, said: “We have always maintained that the Sun in Scotland has shown an artificially inflated sale which would not be sustainable at a full cover price.
“Proof of this is evident in these latest ABC figures. The gap between the Daily Record and and the Sun in Scotland has closed by over 8,000 copies on the same time last year when they were just 20p.”
In the Sunday market, the Record’s sister title, the Sunday Mail, extended its lead over Scottish sales of the News of the World.
The Sunday Mail was down 8.6 per cent year on year, with a circulation in Scotland of 468,735. The News of the World fell 10.6 per cent in the same period to 306,642.
The gap between the two red-top Sundays in Scotland is now more than 162,000. Last year, it was 154,000.
Every Scottish daily and Sunday newspaper lost circulation in September, with the Newsquest-owned Sunday Herald the worst hit.
The title fell 7.9 per cent month on month and 18.5 per cent year on year to a circulation of 43,915. The Herald was down 9 per cent year on year to 63,097.
The Scotsman was down 8.7 per cent with a September circulation of 51,135, with Scotland on Sunday falling 6.2 per cent to 67,075.