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Big sales falls for Trinity Mirror dailies

ABC figures for 14 leading Trinity Mirror regional titles have been published monthly for the first time today with some daily titles showing 10pc-plus falls in circulation for the year so far.

The Birmingham Mail was the only one of the 14 to increase its circulation with an 0.8pc rise compared to the average figures for the second half of 2012.

However the South Wales Echo, Coventry Telegraph, Newcastle Chronicle, Journal and Teesside Gazette all posted sales decreases of 10pc or more.

The group’s three regional Sunday titles – the Sunday Sun, Sunday Mercury and Wales on Sunday – also saw sales fall by between 11.6pc and 13.6pc.

Next month’s figures, which will enable monthly comparisons to be made between May and June, will show whether the publisher is arresting the rate of sales decline.

The full figures for May, in order of circulation increase or decrease, are as follows:

Birmingham Mail 42,593   +0.8pc
Western Mail 23,717  -3.3pc
Liverpool Echo  76,378  -4.9pc
Huddersfield Daily Examiner 17,419  -6.9pc
North Wales Daily Post 28,235   -7.0pc
Manchester Evening News  74,145  -9.0pc
Coventry Telegraph  26,939   -10.5pc
The Journal, Newcastle 20,502  -11.1pc
South Wales Echo  26,630  -11.6pc
Sunday Mercury  31,400  -11.6pc
Wales on Sunday  20,097  -12.0pc
Teesside Evening Gazette  31,983 -12.1pc
Newcastle Chronicle  42,212  -12.8pc
Sunday Sun  37,248 -13.6pc

Trinity Mirror announced last month that sales of 11 of its leading titles would now be audited monthly instead of six-monthly as is the case with the rest of the regional press.

It announced this morning that three titles missing from the original list – The Journal, Daily Examiner and Western Mail – would now be included.

Alan Tyldesley of Trinity Mirror said:  “We are pleased to be leading the way in the regional press by providing monthly ABC figures.In the coming months we’ll also be adding our regional digital figures.”

The company says the provision of more regular and up to date ABC figures is welcomed by buyers.

Steve Goodman, managing director print trading for Group M said of the move: “It’s great news that Trinity Mirror is moving to monthly reporting for its daily titles.

“As a buyer it is imperative that we have timely accurate industry-agreed data at our fingertips so we can provide the best options for our clients.”


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  • June 7, 2013 at 3:14 pm

    …Alan Tyldesley of Trinity Mirror said: “We are pleased to be leading the way in the regional press by providing monthly ABC figures.’ Yes, mostly showing a catastrophic, steep decline…Is this man delusional ? What possible advantage is there in showing that your papers are growing more unpopular by the month ?

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  • June 7, 2013 at 4:21 pm

    These numbers are horrible! The Journal at 20k copies! The Chron down almost 13%! Sideway’s correct: where is the advantage in posting these lousy numbers for all to see? The top people in Trinity don’t know anything about running newspapers.

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  • June 10, 2013 at 10:56 am

    So the Mail starts doing 50,000 free copies a week and that only increases circulation by 0.8%?! That is terrifying

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