According to the ABC circulation figures for October 2019, newspaper sales across the board were down by single-digit figures year on year.

The Guardian and its sister paper, The Observer, experienced the smallest year-on-year decreases compared with their rivals.

Core sales for Monday to Friday and Sunday for broadsheets and tabloids were down by 9.7% compared with the same month in 2018, while Saturday sales were down by 8.4% in October 2019 compared with 12 months previously.

The Guardian’s weekday sales fell just 4.4% over that same period, a far less damaging decrease compared with the rest of the market, while Saturday sales experienced the third-slowest year-on-year fall, down 6.5%. The Observer was down by 4.6%.

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A Guardian statement noted: “Year on year, The Guardian and The Observer outperformed all national newspapers.”

There were signs in the ABC circulation figures that customers have stopped buying the iWeekend following its September price rise.

Before the increase from £1 to £1.20, the title had been stable at a 0% monthly change in July and 0.3% sales growth in August.

However, the month of the price rise marked the beginning of customers moving away from the title, with a 2.1% sales fall.

For the most recent month – the first full month for the title at the new price – the iWeekend was the worst-performing title in the market with a 5.2% month-on-month decline.

October Monday to Friday newspaper sales

 Core
sales
Monthly
change
Yearly
change
Estimated retail
margin (000s)
Total
sales
Daily Express283,4730.0%-7.2%£40.5283,484
Daily Mail982,478-1.9%-7.7%£153.5982,478
Daily Mirror429,126-1.8%-11.1%£71.4429,126
Daily Record104,379-2.5%-11.4%£17.4104,379
Daily Star292,058-0.8%-15.4%£28.9292,276
Daily Telegraph282,646-0.6%-12.6%£121.5282,646
Financial Times24,453-1.1%-11.1%£14.255,928
Guardian106,434-1.4%-4.4%£51.5106,434
168,159-1.7%-7.2%£24.0217,023
The Sun1,067,745-1.1%-10.5%£131.01,134,604
Times274,276-1.4%-6.5%£106.1330,152
TOTAL4,015,227-1.4%-9.7%£760.14,218,530

October Saturday newspaper sales

 Core
sales
Monthly
change
Yearly
change
Estimated retail
margin (000s)
Total
sales
Daily Express364,0760.0%-7.5%£75.0364,089
Daily Mail1,692,597-1.7%-7.0%£355.41,692,597
Daily Mirror560,031-1.1%-10.9%£147.1560,031
Daily Record123,076-0.4%-12.9%£30.4123,076
Daily Star276,009-2.2%-16.3%£39.8276,009
Daily Telegraph434,863-0.4%-10.0%£233.7434,863
Financial Times64,138-0.7%-4.7%£56.492,716
Guardian238,777-0.1%-6.5%£168.1238,777
i192,511-5.2%-8.2%£49.7241,375
The Sun1,500,4180.1%-8.1%£240.81,567,279
Times443,683-2.2%-5.3%£186.3488,474
TOTAL5,890,179-1.0%-8.4%£1,582.86,079,286

October Sunday newspaper sales

 Core
sales
Monthly
change
Yearly
change
Estimated retail
margin (000s)
Total
sales
Daily Star Sunday171,967-1.4%-18.2%£38.8171,967
Mail on Sunday933,815-0.8%-7.4%£353.0933,815
Observer160,0680.2%-4.6%£125.5160,068
People144,478-0.5%-13.4%£50.4144,478
Sunday Telegraph246,7971.0%-10.7%£116.7246,797
Sunday Express256,197-0.2%-8.0%£84.4256,212
Sunday Mail106,522-2.0%-15.7%£42.6106,522
Sunday Mirror367,488-1.1%-14.8%£128.1367,488
Sunday Post89,864-3.1%-18.3%£35.990,402
Sunday Times582,931-0.7%-4.5%£355.0634,079
The Sun on Sunday958,856-0.3%-7.3%£241.61,025,717
TOTAL4,018,983-0.6%-9.7%£1,572.114,137,545

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