Scotsman Suffers Big Sales Fall, Year-on-Year
12/02/2007
With an average daily circulation last month of 59,183, the Edinburgh-based newspaper is now nestled between The Herald, with an average 71,611, and the Sunday Herald, with an average 57,812, in the most recent league table of Scottish ABC figures - as measured by ‘average net circulation’.
Other big falls, year-on-year, include the Daily Record (down 7.64 per cent), Scotland on Sunday (down 9.31 per cent) and the Sunday Herald (down 7.19 per cent).
Last month’s average sales in Scotland were as follows:
Sunday Mail 484,852 (compared to 470,413 in December), Scottish Sun 428,975 (compared to 416,837), Daily Record 394,764 (384,030), News of the World 312,829 (309,451), Sunday Post 293,700 (286,976), Scottish Daily Mail 125,294 (122,256), and the Scottish Mail on Sunday 118,378 (112,307).
Then comes the Daily Star 92,554 (compared to 88,228 in December), Scottish Daily Express 79,205 (compared to 79,379), Scotland on Sunday 73,066 (64,174), Sunday Times Scotland 71,772 (71,519), Herald 71,611 (69,410), Scotsman 59,183 (56,022), and the Sunday Herald 57,812 (52,521).
Next up is the Scottish Sunday Express 51,270 (49,962), Scottish Daily Mirror 37,644 (35,174), Scottish Sunday Mirror 35,235 (30,727), Daily Star - Sunday 30,277 (30,002), Times 29,680 (27,408), People 25,561 (26,350), Daily Telegraph 23,372 (22,767), Observer 21,485 (20,608), Sunday Telegraph 20,174 (20,416), Guardian 16,246 (15,381), Independent 11,048 (9725), Independent on Sunday 10,285 (7985), Financial Times 5694 (5768).
comments
- "Edinburgh commuters have their noses buried determinedly behind their copies of the Metro, available free of charge at the point of collection - Monday to Friday.To see ANY paid-for publications on our buses(Scotman or otherwise)is a relatively rare event.The message is clear.Long gone are the days when readers randomly picked up two or three newspapers per day , perhaps three or four on a Sunday.The publishers will simply HAVE to give them away free of charge and make their money solely through advertising. It will be to the editorial detriment of the newspapers to some extent. But they should start doing it now before the next big threat takes hold - the delivery of broadcast news and features directly via mobile phone platforms.When I worked for the Scottish Daily Express in the sixties and early seventies we enjoyed sales in excess of 600,000 -circulation figures to die for in today's shrinking market.When money's tight , things like newspapers become all the more disposable. Sad , but true."
Ninian Reid 12/02/2007
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