Based on ABC figures, national sales for newspapers have continued to fall whether they're in the popular or mid-market. Sunday editions such as the The Sunday Times and the Mail On Sunday have exemplified this, with these falling by particularly significant numbers. Barely any success can be seen, with the Times being one of the only papers bucking this trend. It also has to be noted though, that these drops in circulation have generally been offset by increases in online readership.
- The Daily Express, for example, sold an average of 391,626 copies a day in December 2016, down by 2.3% on the same month the year before
- Daily Star was down by 2.5% to 440,471
- Daily Mirror was the largest year-on-year faller, down by 11.7% to an average daily sale of just 716,923 copies
- The Sun was down by 10.5% to 1,611,464
- Daily Mail will hardly celebrate the fact that its own year-on-year decrease, at 6.7%, is running ahead of the Express’s decline. Its headline total, 1,491,264, relied on 66,000 bulks
- The Times, had a 9.2% rise over the year to record a total sale of 446,164 (including bulks)
- Guardian fell by 3% on the year (to 161,191)
- Daily Telegraph was down by 3.4% (to 460,054)
- National newspapers jointly enjoyed a 16% year-on-year uplift across digital platforms, giving them a total of 31.5m unique browsers daily across the month of December 2016
- An extra 70m unique browsers accessed online content on the titles, compared with December 2015
Articles this show that soon, we're likely to see a lot more desperate measures being taken by newspaper institutions to offset falls in print readers. They could seek to do this through a variety of different methods, with one of them being offering content alien to both the e-media platform and other newspaper rivals. Either this or what would seem to be a more sensible move is to take an online-only approach just like the Independent.
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