Sun circulation slips but the Daily Star is still shining

LONDON - The Sun and the News of the World both suffered bouts of winter chill, with their respective circulations dipping below the three-million level in November, according to figures released by the Audit Bureau of Circulations (ABCs).

The Sun: dipped below the three-milllion circulation mark in November
The Sun: dipped below the three-milllion circulation mark in November

The Sun, the biggest-selling newspaper, fell below three million for the fourth time this year, recording a circulation of 2,958,502 in November. It last fell below this level in May.

The News International daily tabloid has been battling with its sister Sunday paper, the News of the World, for supremacy as the biggest-selling paper in the UK.

The News of the World, whose circulation last fell below the three-million mark in April and May, lagged behind The Sun in November, with a circulation of 2,923,355.

But The Sun outperformed the bulk of the daily market on a year-on-year basis. Rupert Murdoch's daily tabloid saw its circulation fall just 2.87% ahead of the daily market, which was down an average of 4.2% in November.

The Sun's leading rival, the Daily Mail, had a decent November after its circulation dipped just  0.70% to 2,148,571.

The Daily Mail attributed its performance partially due to its move away from giving away free DVDs and CDs.

Roland Agambar, chief marketing officer at the Daily Mail's parent company Associated Newspapers, said: "The reduction in DVDs has enabled us to invest a greater share of our marketing budget into direct channels, home news delivery and longer term in-paper promotional activity."

The Guardian was the big faller in November, after its circulation shrunk more than 14% to 305,240.

Year-on-year comparisons for The Guardian, though, have been impacted by its decision, taken in the second half of the year, to take out bulk copies of its circulation.

Richard Desmond's 20p Daily Star was again the standout performer in the month, after its circulation rose by more than 15% to 823,476.

 

 

 

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