Sales in the national newspaper market soared dramatically in the
month following the deaths of Diana, Princess of Wales and Dodi Al
Fayed, with the daily titles reaching their highest sales since November
According to the latest figures from the Audit Bureau of Circulations,
the 11 daily national newspapers sold an average 14,341,260 copies in
September, with the nine Sundays together reaching 15,827,279 - the
highest since October 1994.
Month-on-month sales in the broadsheet daily market went up by 6.7%,
with all titles experiencing a minimum growth rate of at least 4%. The
Independent, helped by a relaunch campaign and one-week cover price
reduction to 10p, experienced the highest growth, with a month-on-month
rise of nearly 12%. The Guardian increased its sales by 10.61%.
Growth in the Sunday broadsheet market was 11.4%, with the Observer
increasing circulation by almost 20% and the new-look Independent on
Sunday up nearly 13%.
The mid-market titles also fared well, increasing sales by 4.34%, with
the Daily Mail up 5.58% and The Express 2.07%. the Mail on Sunday and
The Express on Sunday went up 4.69% and 10.05% respectively.
The Daily Star was the only daily tabloid to experience a decline, with
circulation down 1.18%. Elsewhere in the tabloid market The Mirror went
up 2.8% and The Sun nudged up slightly with 0.6%.
The Evening Standard experienced a staggering rise of 21.38% for
September, aided by a reduction in price to 10p, promotional offers, and
publication of a special edition on Saturday September 6, the day of