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Sales drop for newspaper-turned-news magazine

Circulation continued to fall last month for Scotland’s biggest daily and Sunday titles, with the biggest drop seen by newspaper-turned-news magazine the Sunday Herald.

According to the latest ABC figures, average weekly sales for the Newsquest-owned title fell 10.41pc year-on-year to stand at 38,116.

Compared with February’s figures, the Sunday Herald’s sales were down 5.92pc month-on-month, and down 27.7pc on January’s.

Both of the country’s two quality dailies, The Scotsman and The Herald, posted sales decreases of more than seven per cent in the 12 months up to March.

The Herald, Sunday Herald, The Scotsman, Scotland on Sunday, Scottish Daily Record, Sunday Mail and the Sunday Post are classed as national newspapers for the purposes of the ABC figures.

Other leading Scottish daily titles such as the Press and Journal and The Courier are measured alongside UK regional titles.

The full circulation figures, with the percentage year-on-year change in brackets, were as follows:

Daily Record 308,024 (-5.91pc)
The Herald 51,785 ( -7.55pc)
The Scotsman 42,361 (-7.64pc)

Scotland on Sunday 55,257 (-5.52pc)
Sunday Post 316,331 (-6.71pc)
Sunday Mail 367,232 (-7.81pc)
Sunday Herald 38,116 (-10.41pc)


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  • April 18, 2011 at 4:13 pm

    Oops ! Perhaps turning a newspaper into a magazine was not such a good idea after all.

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  • April 19, 2011 at 3:12 pm

    Your figures unintentionally mislead. Let’s face facts. March 2011 v March 2010 circulation at the Sunday Herald is down 27.5% to 30,999. That’s nearly 15,000 copies – or 30% of sale – lost since re-launch. Ouch. @Subbo has hit the nail on the head. Only question is: “How long can it go on?”

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  • April 20, 2011 at 9:19 am

    Agree with @dm. By looking at six month periods year on year, your figures are misleading – particularly with the Sunday Herald. Better to look at month 2011 v 2010. On this basis, nice to see a good performance in March from Scotland on Sunday – well ahead of the rest of the Scottish qualities. Seems Sunday Times Scotland is suffering though – down 10.2%.

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