The relaunch of The Guardian and The Observer as tabloids has paid dividends in sales, the latest figures from the Audit Bureau of Circulations show.
In the first full month of data since the titles switched format on 15 January, sales of the Saturday edition of The Guardian rose 0.2% and The Observer 1.1% month on month.
While both titles once again posted year-on-year sales declines, these reduced to 3.8% on the weekday edition, 2% on the Saturday edition and 2.7% on The Observer, compared to an average fall of between 7% and 8% last year.
Guardian News & Media said the results showed the papers ‘lead the quality market for year-on year percentage sold copy’.
“We’re pleased that both the Guardian and the Observer are leading the quality market as the best performing newspapers year on year. This is testament not only to our readers’ response to our new format but also to our agenda-setting, independent journalism,” a Guardian, News & Media spokesperson said.
Meanwhile, the Financial Times posted month-on-month rises of 2.3% for its daily edition and 2.8% for its Saturday issue.
The red-tops posted the biggest annual declines overall, with sales of the Sunday Mail down 16%, the Daily Record down 14.7% on Saturdays and the Sunday Mirror down 14.6%. However, the Star once again posted February sales rises, its weekday and Sunday editions increasing 0.1% and 0.3% month on month.
February Monday to Friday newspaper sales| Title | Core sales February 2018 | Monthly change | Yearly change | Estimated Retailer Margin | Total sales February 2018 |
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| Daily Mirror | 528,931 | -0.6% | -12.5% | £84.9 | 528,931 | | Daily Record | 127,676 | -0.3% | -14.1% | £20.5 | 127,676 | | Daily Star | 394,280 | 0.1% | -11.2% | £28.6 | 394,280 | | The Sun | 1,259,790 | -4.3% | -10.4% | £140.5 | 1,378,124 | | Daily Express | 338,628 | -0.2% | -7.8% | £45.1 | 338,628 | | Daily Mail | 1,115,863 | -0.6% | -7.2% | £161.8 | 1,115,863 | | Daily Telegraph | 338,265 | -0.6% | -10.4% | £130.9 | 338,265 | | Financial Times | 29,381 | 2.3% | -13.6% | £15.9 | 62,547 | | Guardian | 122,606 | -2.1% | -3.8% | £53.9 | 122,606 | | i | 191,512 | -0.3% | -9.2% | £25.3 | 251,854 | | Times | 303,197 | -1.4% | -5.9% | £104.3 | 393,139 | | TOTAL | 4,750,129 | -1.6% | -9.4% | £811.6 | 5,051,913 |
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February Saturday newspaper sales| Title | Core sales February 2018 | Monthly change | Yearly change | Estimated Retailer Margin | Total sales February 2018 |
|---|
| Daily Mirror | 681,647 | -4.8% | -13.2% | £168.5 | 681,647 | | Daily Record | 152,409 | -2.7% | -14.7% | £34.4 | 152,409 | | Daily Star | 370,154 | -0.5% | -9.5% | £44.7 | 370,154 | | The Sun | 1,715,512 | -3.4% | -7.6% | £257.0 | 1,833,846 | | Daily Express | 433,731 | -0.6% | -6.6% | £74.4 | 433,731 | | Daily Mail | 1,873,919 | -2.8% | -6.6% | £393.5 | 1,873,919 | | Daily Telegraph | 509,015 | -1.4% | -8.4% | £252.0 | 509,015 | | Financial Times | 69,664 | 2.8% | -1.9% | £55.1 | 69,664 | | Guardian | 284,115 | 0.2% | -2.0% | £181.3 | 284,115 | | i | 205,081 | -1.6% | 2.0% | £35.3 | 265,423 | | Times | 473,979 | -1.0% | -4.4% | £173.2 | 563,921 | | TOTAL | 6,769,226 | -2.5% | -7.5% | £1,669.4 | 7,037,844 |
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February Sunday newspaper sales| Title | Core sales February 2018 | Monthly change | Yearly change | Estimated Retailer Margin | TOtal salesFebruary 2018 |
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| Sunday Mail | 139,636 | -0.8% | -16.0% | £52.8 | 139,636 | | Sunday Mirror | 476,210 | -4.2% | -14.6% | £150.0 | 476,210 | | People | 188,745 | -0.3% | -14.4% | £59.5 | 188,745 | | Daily Star Sun. | 235,621 | 0.3% | -8.3% | £46.9 | 235,621 | | The Sun | 1,232,705 | 6.9% | -2.1% | £284.8 | 1,351,039 | | Sunday Express | 306,417 | 0.4% | -6.8% | £90.9 | 306,417 | | Sunday Post | 122,532 | -0.2% | -13.5% | £41.2 | 123,070 | | Mail on Sunday | 1,041,472 | -2.2% | -9.2% | £393.7 | 1,041,472 | | Observer | 178,660 | 1.1% | -2.7% | £131.3 | 178,660 | | Sun. Telegraph | 291,750 | -0.6% | -7.7% | £132.7 | 291,750 | | Sunday Times | 635,037 | 0.2% | -6.8% | £360.1 | 720,081 | | TOTAL | 4,848,785 | 0.8% | -7.8% | £1,743.69 | 5,052,701 |
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