Single Copy Year-on-Year Hike for Telegraph in Scotland

By a curious quirk, sales of the Daily Telegraph in Scotland were on average up by a single copy during last month compared to 12 months' previously.

According to the ABCs, the Daily Telegraph sold an average 25,496 copies during August last year in Scotland and a remarkable 25,497 throughout last month – as measured by Average Net Circulation.

While that registered a year-on-year percentage increase of almost zero, at least it was in the 'right' direction, compared to the performances of other titles in Scotland. With the exception of the Daily Telegraph, plus the Daily Star, the Scottish News of the World and the Sunday Times Scotland, year-on-year figures – between August last year and this – were down.

For instance, the year-on-year figures for Scotland’s two biggest-selling daily newspapers were down 3.3 per cent for the Scottish Sun and 10.8 per cent for the Daily Record.

The figures were published on Friday.

The figures read, across the board, as follows:

Daily Mirror (28,028 in August 2009 versus 31,634 in August 2008, down 3606 or 11.3 per cent), Daily Record (314,279 versus 352,426, down 38,147 or 10.8 per cent), Daily Star (92,501 versus 86,308, up 6193 or 7.2 per cent), Sun (368,097 versus 380,552, down 12,455 or 3.3 per cent), and Daily Express (72,179 versus 75,204, down 3025 or four per cent).

Daily Mail (118,110 versus 124,025, down 5915 or 4,77 per cent), Daily Telegraph (25,497 versus 25,496, up one or zero per cent), Financial Times (4332 versus 5099, down 767 or 15 per cent), The Herald (57,932 versus 63,568, down 5636 or 8.8 per cent), The Guardian (16,593 versus 16,948, down 355 or 2.1 per cent), and The Independent (8024 versus 9867, down 1843 or 18.6 per cent).

The Scotsman (49,676 versus 51,653, down 1977 or 3.8 per cent), The Times (29,100 versus 30,214, down 1114 or 3.67 per cent), Daily Star Sunday (29,918 versus 32,118, down 2200 or 6.8 per cent), Scottish News of the World (315,534 versus 281,805, up 33,729 or 11.9 per cent), and Sunday Mail (389,475 versus 437,650, down 48,175 or 11 per cent)

Scottish Sunday Mirror (24,418 versus 28,614, down 4196 or 14.7 per cent), The People (17,007 versus 20,546, down 3539 or 17.2 per cent), Sunday Express (41,457 versus 42,443, down 986 or 2.3 per cent), Sunday Post (241,075 versus 264,728, down 23,653 or 8.9 per cent), and Mail on Sunday (98,115 versus 108,494, down 10,381 or 9.6 per cent).

Independent on Sunday (6879 versus 8497, down 1618 or 19 per cent), The Observer (21,614 versus 22,927, down 1313 or 5.7 per cent), Scotland on Sunday (62,140 versus 63,909, down 1769 or 2.8 per cent) and Sunday Herald (43,877 versus 47,364, down 3487 or 7.4 per cent).

Sunday Telegraph (21,220 versus 21,464, down 244 or 1.1 per cent) and Sunday Times Scotland (70,349 versus 68,411, up 1938 or 2.8 per cent).

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