The People newspaper lost an average quarter of its sales in Scotland between last month and 12 months previously.
Says the Audit Bureau of Circulation, the Trinity Mirror title’s year-on-year sales in Scotland – as measured by Average Net Circulation – dropped from 18,644 to 13,905, or 25.4 per cent.
Indeed, during the course of the twelve months between December 2008 and December 2009, only three national daily or Sunday newspapers enjoyed average sales hikes in Scotland: the Daily Star of Scotland, the Scottish News of the World and the Sunday Telegraph.
The figures read, across the board, as follows:
Scottish Daily Mirror (25,350 in December 2009 versus 28,872 in December 2008, down 3,522 or 12.2 per cent), Daily Record (300,892 versus 330,3167, down 29,424 or 8.9 per cent), Daily Star of Scotland (81,457 versus 81,443, up 14 or 0.02 per cent), Scottish Sun (340,237 versus 358,507, down 18,270 or 5.1 per cent), and Scottish Daily Express (67,285 versus 72,199, down 4914 or 6.8 per cent).
Scottish Daily Mail (113,771 versus 114,241, down 470 or 0.4 per cent), Daily Telegraph (21,397 versus 22,143, down 746 or 3.37 per cent), Financial Times (4,463 versus 5170, down 707 or 13.7 per cent), The Herald (55,619 versus 60,345, down 4,726 or 7.8 per cent), The Guardian (14,160 versus 15,671, down 1,511 or 9.6 per cent), and The Independent (7,524 versus 8,540, down 1,016 or 11.9 per cent).
The Scotsman (43,941 versus 46,809, down 2,868 or 6.1 per cent), The Times (23,956 versus 27,470, down 3,514 or 12.8 per cent), Daily Star of Scotland – Sunday (27,665 versus 27,7293, down 64 or 0.2 per cent), Scottish News of the World (267,871 versus 264,503, up 3,368 or 1.3 per cent), and Sunday Mail (370,558 versus 414,046, down 43,488 or 10.5 per cent).
Scottish Sunday Mirror (21,898 versus 24,964, down 3,066 or 12.3 per cent), The People (13,905 versus 18,644, down 4,739 or 25.4 per cent), Scottish Sunday Express (38,102 versus 41,373, down 3,271 or 7.9 per cent), Sunday Post (231,695 versus 251,828, down 20,133 or eight per cent), and Scottish Mail on Sunday (100,907 versus 101,216, down 309 or 0.3 per cent).
Independent on Sunday (6187 versus 7,642, down 1,455 or 19 per cent), The Observer (18,800 versus 21,182, down 2,382 or 11.2 per cent), Scotland on Sunday (52,257 versus 55,925, down 2,668 or 4.9 per cent) and Sunday Herald (40,463 versus 42,208, down 1,745 or 4.1 per cent).
Sunday Telegraph (19,016 versus 18,844, up 172 or 0.9 per cent) and Sunday Times Scotland (63,531 versus 67,280, down 3,749 or 5.6 per cent).
The figures were published on Friday.
