Double-digital Sales Drops for Scots Quintet

Five newspapers suffered double-digit drops in their Scottish sales between February last year and last month.

Says the Audit Bureau of Circulation, the Daily Star of Scotland, The Times, Daily Star of Scotland – Sunday, the Scottish News of the World and the Sunday Herald saw their year-on-year sales in Scotland decrease by 15.1, 10.5, 10.9, 12.5 and 21.1 per cent, respectively.

The story of the Sunday Herald's sales drop is featured elsewhere on this site: here.

Across all the titles, the sales figures read:

Scottish Daily Mirror (24,106 in February 2011 versus 26,018 in February 2010, down 1912 or 7.3 per cent), Daily Record (291,786 versus 306,350, down 14,564 or 4.7 per cent), Daily Star of Scotland (70,308 versus 82,865, down 12,557 or 15.1 per cent), Scottish Sun (332,025 versus 354,468, down 22,443 or 6.3 per cent), and Scottish Daily Express (67,076 versus 67,289, down 213 or 0.3 per cent).

Scottish Daily Mail (111,833 versus 115,000, down 3167 or 2.7 per cent), Daily Telegraph (19,910 versus 20,800, down 890 or 4.2 per cent), Financial Times (3810 versus 4184, down 374 or 8.9 per cent), The Herald (51,073 versus 55,519, down 4446 or eight per cent), The Guardian (13,371 versus 14,216, down 845 or 5.9 per cent), and The Independent (7780 versus 7368, up 412 or 5.5 per cent).

The Scotsman (40,889 versus 44,553, down 3664 or 8.2 per cent), The Times (21,098 versus 23,594, down 2496 or 10.5 per cent), Daily Star of Scotland – Sunday (24,414 versus 27,429, down 3015 or 10.9 per cent), Scottish News of the World (246,093 versus 281,552, down 35,459 or 12.5 per cent), and Sunday Mail (342,319 versus 373,758, down 31,439 or 8.4 per cent).

Scottish Sunday Mirror (22,790 versus 23,293, down 503 or 2.1 per cent), The People (12,759 versus 13,979, down 1220 or 8.7 per cent), Scottish Sunday Express (34,313 versus 36,768, down 2455 or 6.7 per cent), Sunday Post (220,813 versus 234,165, down 13,352 or 5.7 per cent), and Scottish Mail on Sunday (96,812 versus 97,836, down 1024 or one per cent).

Independent on Sunday (6590 versus 6120, up 461 or 7.5 per cent), The Observer (17,696 versus 19,240, down 1644 or 8.5 per cent), Scotland on Sunday (53,371 versus 55,327, down 1956 or 3.5 per cent) and Sunday Herald (32,936 versus 41,796, down 8860 or 21.1 per cent).

Sunday Telegraph (17,399 versus 18,164, down 765 or 4.2 per cent) and Sunday Times Scotland (59,681 versus 63,915, down 4234 or 6.6 per cent).

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