ABCs: Daily newspaper sales hit by winter freeze

Every national daily newspaper recorded circulation falls in December 2011, both month on month and year and year, according to the latest Audit Bureau of Circulations figures released today. December is always a tough month for sales because of the Christmas holidays, and 2010 was particularly challenging due to heavy snow. Comparisons with sales in December 2009 were also unflattering, however, with every title seeing a sales fall year on year. The Times recorded the most dramatic year-on-year sales decline, with circulation falling by 14.01% on December 2009 to 446,463 last month, a monthly decline of 3.83%. However, its figures for the same month in 2009 were bolstered by the inclusion of bulk copies, which it was still including in its ABC figures at that time. That makes the headline circulation decline appear more severe than it is. The same is true of the Daily Telegraph, whose daily circulation averaged 631,280 in December 2010, down 10.23% year on year and 3.29% on November 2010. The Times and the Daily Telegraph both stopped including bulk sales in their circulation figures in January 2010. In first half of December the Guardian had exclusive UK access to the WikiLeaks US embassy cables . The paper's circulation fell by 2.13% month on month to 264,819 – marginally better than its quality daily rivals other than the Independent. However, it declined 11.89% year on year. Last month the Guardian distributed 17,000 fewer copies overseas on average than in December 2009, adversely affecting its headline circulation figure. The Financial Times fell below 400,000 sales in December, recording an average daily circulation of 390,121 compared with 400,827 in the same month in 2009. This was a 2.64% down month on month and 2.67% year on year. The Sun maintained a huge lead over its red-top rivals, selling an average of 2,717,013 copies in December, a monthly fall of 6.25% and an annual decline of 5.1%. Daily Telegraph Headline circulation: 623,689 Month-on-month change: -3.29% Year-on-year change: -10.23% Overseas: 27,642 The Times Headline circulation: 448,463 Month-on-month change: -3.83% Year-on-year change: -14.01% UK and Ireland paid-for circulation: 424,992 (94.7% of total) Overseas: 23,471 Financial Times Headline circulation: 390,121 Month-on-month change: -2.64% Year-on-year change: -2.67% UK and Ireland paid-for circulation: 76,753 (19.6% of total) Overseas: 278,874 The Guardian Headline circulation: 264,819 Month-on-month change: -2.13% Year-on-year change: -11.89% UK and Ireland paid-for circulation: 248,696 (93.9% of total) Overseas: 16,123 The Independent Headline circulation: 175,002 Month-on-month change: -1.48% Year-on-year change: - 6.39% UK and Ireland paid-for circulation: 87,440 (49.9% of total) Overseas: 23,600 Daily Mail Headline circulation: 2,030,968 Month-on-month change: –3.33% Year-on-year change: -3.89% UK and Ireland paid-for circulation: 1,821,552 (89.6% of total) Overseas: 91,383 Daily Express Headline circulation: 623,389 Month-on-month change: -2.5% Year-on-year change: -7.98% Overseas: 26,479 The Sun Headline circulation: 2,898,113 Month-on-month change: – 0.21% Year-on-year change: –2.04% Overseas: 27,946 Daily Mirror Headline circulation: 1,133,440 Month-on-month change: -3.75% Year-on-year change: -7.51% Overseas: 34,784 Daily Star Headline circulation: 713,602 Month-on-month change: -5.69% Year-on-year change: -9.09% Overseas: 10,105 Headline circulation includes lesser rate sales, subscriptions, bulks – copies sold to airlines, rail companies, hotels and gyms for a nominal fee and given free to the public – and distribution in Ireland and overseas. UK and Ireland paid-for circulation excludes bulks and overseas distribution; where this figure is not given, bulks and overseas distribution account for less than 5% of total circulation • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".