Near 50,000 Year-on-year Sales Drop for Sunday Mail

Scotland's biggest-selling newspaper has lost almost 50,000 copies between November last year and last month.

Say the ABCs, the Sunday Mail's year-on-year sales – as measured by Average Net Circulation – between last month and November last year dropped by 49,061 – from 424,408 to 375,347.

While that represented a percentage fall of 11.6 per cent, it wasn't nearly the biggest percentage faller among Scotland's daily and Sunday newspaper titles, with year-on-year figures for The People revealing a drop of 26.3 per cent and for the Independent on Sunday a 17.6 per cent drop.

There were only two risers: the Sunday Telegraph (1.5 per cent) and the Scottish News of World (1.7 per cent, in contrast to 8.7 per cent between October last year and two months ago).

The figures read, across the board, as follows:

Scottish Daily Mirror (26,217 in November 2009 versus 29,674 in November 2008, down 3457 or 11.6 per cent), Daily Record (308,804 versus 341,087, down 32,283 or 9.5 per cent), Daily Star of Scotland (85,309 versus 85,557, down 248 or 0.3 per cent), Scottish Sun (351,024 versus 372,926, down 21,902 or 5.9 per cent), and Scottish Daily Express (68,209 versus 74,842, down 6633 or 8.7 per cent).

Scottish Daily Mail (117,033 versus 117,988, down 955 or 0.8 per cent), Daily Telegraph (22,810 versus 23,006, down 196 or 0.85 per cent), Financial Times (4499 versus 5431, down 932 or 17.2 per cent), The Herald (56,543 versus 62,343, down 5800 or 9.3 per cent), The Guardian (14,573 versus 16,788, down 2215 or 13.2 per cent), and The Independent (7302 versus 8521, down 1219 or 14.3 per cent).

The Scotsman (45,225 versus 49,076, down 3851 or 7.8 per cent), The Times (25,337 versus 28,707, down 3370 or 11.7 per cent), Daily Star of Scotland – Sunday (27,467 versus 28,413, down 946 or 3.3 per cent), Scottish News of the World (282,015 versus 277,212, up 4803 or 1.7 per cent), and Sunday Mail (375,347 versus 424,408, down 49,061 or 11.6 per cent).

Scottish Sunday Mirror (22,934 versus 26,502, down 3568 or 13.4 per cent), The People (13,648 versus 18,524, down 4876 or 26.3 per cent), Scottish Sunday Express (37,882 versus 43,363, down 5481 or 12.6 per cent), Sunday Post (236,126 versus 259,863, down 23,737 or 9.1 per cent), and Scottish Mail on Sunday (102,680 versus 107,740, down 5060 or 4.7 per cent).

Independent on Sunday (6204 versus 7525, down 1321 or 17.6 per cent), The Observer (20,215 versus 22,681, down 2466 or 10.9 per cent), Scotland on Sunday (55,877 versus 59,231, down 3354 or 5.7 per cent) and Sunday Herald (43,002 versus 43,226, down 224 or 0.5 per cent).

Sunday Telegraph (20,460 versus 20,167, up 293 or 1.5 per cent) and Sunday Times Scotland (66,655 versus 71,748, down 5093 or 7.1 per cent).