Five regional newspapers owned by Trinity Mirror have shown month-on-month sales rises in the latest ABC figures published today.
Trinity Mirror moved most of its big-city daily and Sunday titles to monthly auditing earlier this year in line with its national newspapers.
Today’s figures show five of the 14 titles audited increased their circulations in July compared to the previous month.
They are the Sunday Sun, Newcastle, the South Wales Echo, Wales on Sunday, the Sunday Mercury and the Coventry Telegraph.
The Sunday Sun led the way with a 4.1pc rise in circulation to 38,160, with Wales on Sunday posting a 2.5pc increase and the Sunday Mercury 2.4pc.
Of the other titles, all but two saw their rate of circulation decline slow during July, the exceptions being the Western Mail and the Evening Gazette, Teesside.
The full figures are as follows:
| Title | July 2013 | Change | June 2013 |
| Birmingham Mail | 40,274 | -2.1pc | 41,157 |
| Coventry Telegraph | 26,774 | 0.7pc | 26,600 |
| Huddersfield Daily Examiner | 17,027 | -0.5pc | 17,115 |
| Liverpool Echo | 72,491 | -0.9pc | 73,168 |
| Manchester Evening News | 71,319 | -0.5pc | 71,642 |
| Newcastle Evening Chronicle | 41,061 | -0.3pc | 41,176 |
| North Wales Daily Post | 27,469 | -0.8pc | 27,699 |
| South Wales Echo | 26,211 | 1.1pc | 25,934 |
| Sunday Mercury | 30,460 | 2.4pc | 29,755 |
| Sunday Sun | 38,160 | 4.1pc | 36,642 |
| Teesside Evening Gazette | 30,880 | -2.1pc | 31,527 |
| The Journal | 19,737 | -0.9pc | 19,926 |
| Wales on Sunday | 22,069 | 2.5pc | 21,526 |
| Western Mail | 23,365 | -1.0pc | 23,598 |
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No, just be grateful you’ve got a great editor now
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This is ridiculous. Month on month sales are meaningless because they are governed by seasonal trends. The only figure that matters is year on year. The advertisers are not that stupid.
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Mr Brightside is spot on. T-M are attempting to make the figures appear to be better than the real picture by taking them ‘down to the ridiculous’ in the same way that sharp car salespeople will represent finance payments as weekly figures, making them appear more affordable than the reality of the situation. Perhaps next year they’ll show us side by side figures from this year?
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