Contrasting Fortunes Continue for Independent and i in Scotland

The sales fortunes in Scotland of the Independent newspaper continue to contrast with its sister title, the i.

According to the latest set of figures from the Audit Bureau of Circulation, sales in Scotland of the Independent fell from an average 7,814 during April last year to an average 4,850 last month. In other words, a year-on-year drop of 37.9 per cent.

By contrast, the i – with its more bite-size approach to stories – saw its average sale in Scotland increase from 12,290 in April last year to 16,686 last month. In other words, a year-on-year increase of 35.8 per cent.

The March 2011-March 2012 average drop for the Independent was 32.5 per cent, from 7,780 to 5,275; while the average increase for the i during the same period was 46.3 per cent, from 11,293 to 16,526.

Elsewhere, among the figures, the recently-launched The Scottish Sun on Sunday newspaper registered an average sale in Scotland last month of 228,712, some 9,305 down on the previous month.

In summary, the daily newspapers figures – issued at midday – concern sales in Scotland between April 2011 and last month and reveal the following:

Daily Mirror – 8.1 per cent drop = from 23,769 on average in April 2011, to 21,846 last month;

Daily Record – 10.2 per drop = from 286,644 on average in April 2011, to 257,307 last month;

Daily Star of Scotland – 10.6 per cent drop = 66,121 to 59,075;

The Scottish Sun – 2.4 cent drop = 322,335 to 314,676;

Scottish Daily Express – 12.1 per cent drop = 68,391 to 60,120;

Scottish Daily Mail – 6.4 per cent drop = 116,719 to 109,293;

Daily Telegraph – 8.8 per cent drop = 21,085 to 19,231;

Financial Times – 19.3 per cent drop = 3,782 to 3,053;

The Herald – 9.2 per cent drop = 49,574 to 45,013;

The Guardian – 12.2 per cent drop = 13,606 to 11,941;

i – 35.8 per cent up = 12,290 to 16,686;

Independent – 37.9 per cent drop = 7,814 to 4,850;

The Scotsman – 9.9 per cent drop = 39,739 to 35,817; and

The Times – 9.6 per cent drop = 20,840 to 18,827.

Meanwhile, the Sunday titles' sales figures in Scotland were as follows:

Daily Star of Scotland – Sunday – 68.5 per cent up = 24,237 to 40,844;

Sunday Mail – 12.6 per cent down = 336,166 to 293,767;

Sunday Mirror – 8.8 per cent down = 23,129 to 21,805;

The People – 9.7 per cent down = 13,442 to 12,143;

Scottish Sunday Express – 5.9 per cent down = 37,679 to 35,445;

The Sunday Post – 12.7 per cent drop = 218,770 to 190,879;

Scottish Mail on Sunday – 6.7 per cent down = 98,527 to 91,910;

Independent on Sunday – 1.2 per cent down = 6,748 to 6,664;

The Observer – 10.4 per cent down = 17,899 to 16,039;

Scotland on Sunday – 9.5 per cent down = 48,146 to 43,564;

Sunday Herald – 5.2 per cent down = 29,429 to 27,896;

Sunday Telegraph – 10 per cent down = 18,851 to 16,966; and

Sunday Times – 7.2 per cent down = 56,759 to 52,683.