Scottish newspapers lose almost 100,000 readers in 12 months

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GENERAL…
The Scottish newspaper industry has lost almost 100,000 readers in a year according to figures published by allmediascotland.com.

The latest year on year figures supplied by the Audit Bureau of Circulation show that a total of 95,614 readers were lost between October last year and this year.

The biggest loser in terms of percentage was Scotland on Sunday who saw a fall of 9.6% whilst the biggest drop in actual numbers was the Sunday Mail who shed 29,949 readers.

The Daily Record, who have been overtaken by The Scottish Sun as Scotland’s biggest selling daily paper lost 18,914 readers and has seen its average daily sale slip well below 300,000 now sitting at 292,390.

The best performing newspaper was the Sunday Herald who saw its circulation drop by only 2.7%.

The figures for Scotland’s main titles are:

  • Scottish Sun (333,812 versus 354,910, down 21,098 or 5.9 per cent)
  • Daily Record (292,390 versus 311,304, down 18,914 or 6.0 per cent),
  • The Scotsman (41,758 versus 45,054, down 3296 or 7.3 per cent)
  • Sunday Herald (42,111 versus 43,259, down 1148 or 2.7 per cent)
  • Scotland on Sunday (50,897 versus 56,308, down 5411 or 9.6 per cent)
  • Sunday Post (224,471 versus 236,774, down 12,303 or 5.2 per cent)
  • Sunday Mail (354,396 versus 384,345, down 29,949 or 7.8 per cent)
  • The Herald (52,642 versus 56,137, down 3495 or 6.2 per cent)

The figures for Newsnet Scotland are:

  • 6572 unique visitors on launch (March)
  • 23,102 unique visitors last month (October)
  • 16,900 unique visitors this month thus far

However it should be noted that around 4,000 of this month’s visitors arrived courtesy of the Guido Fawkes and Iain Dale blogs who were alerted to our ‘Labour smearmail’ story.