THE i newspaper – the bite-size version of The Independent – has seen its year-on-year sales-in-Scotland figure slide for the first time.
According to the Audit Bureau of Circulation, its average sale last month was 18,589, down 6.3 per cent on the corresponding figure 12 months before, of 19,836.
By contrast, it’s September 2012-September 2013 figure was a 7.8 per cent increase (from 17,560 to 18,934). And when the newspaper took Scotland by storm, following its relatively recent launch, it was registering huge initial year-on-year increases – for instance, 47.2 per cent up between June 2011 (average sales of 11,528) and June 2012 (average sales of 16,968).
The Scotsman and Scotland on Sunday no longer appear in the national listings after having requested – like The Herald and Sunday Herald last year – to appear in the twice-yearly ABC regional newspapers report.
In summary, the daily newspapers figures – issued at midday – concern sales in Scotland between October last year and last month and reveal the following:
Daily Mirror – 11.3 per cent drop = from 20,928 on average during October last year, to 18,573 last month;
Daily Record – ten per drop = from 243,726 on average during October last year, to 219,390 last month;
Daily Star of Scotland – 10.6 per cent drop = 54,320 to 48,572;
The Scottish Sun – ten cent drop = 284,298 to 255,742;
Scottish Daily Express – 3.6 per cent drop = 56,028 to 54,006;
Scottish Daily Mail – nine per cent drop = 102,774 to 93,470;
Daily Telegraph – 3.2 per cent drop = 19,265 to 18,650;
Financial Times – 10.7 per cent drop = 2,808 to 2,508;
The Guardian – six per cent drop = 11,243 to 10,565;
i – 6.3 per cent drop = 19,836 to 18,589;
Independent – 16.9 per cent drop = 3,470 to 2,885;
The Times – 2.9 per cent drop = 18,814 to 18,269.
Meanwhile, the Sunday titles’ sales figures in Scotland were as follows:
Daily Star of Scotland – Sunday – 17.7 per cent down = 33,335 to 27,442;
The Scottish Sun – Sunday – eight per cent down = 208,688 to 191,906;
Sunday Mail – ten per cent down = 281,945 to 253,542;
Sunday Mirror – 7.6 per cent down = 22,023 to 20,343;
The People – 20 per cent down = 11,700 to 9,358;
Scottish Sunday Express – 7.2 per cent down = 34,292 to 31,809;
The Sunday Post – 11.2 per cent drop = 180,814 to 160,516;
Scottish Mail on Sunday – five per cent down = 90,410 to 85,859;
Independent on Sunday – 22.7 per cent down = 6,775 to 5,240;
The Observer – 5.6 per cent down = 15,450 to 14,584;
Sunday Telegraph – 1.4 per cent drop = 16,984 to 16,750; and
Sunday Times – 7.3 per cent down = 48,871 to 45,323.
