Newspaper sales figures in Scotland now come out in a patchy and unco-ordinated sort of way, with different frequencies and at different times of year, so we thought it’d be worth collecting them together for easy reference.
The numbers below are the most recent figures for each title that we know of – for papers classed as “national” that means November last year, and for those counted as “regional” (which includes the Scotsman and Herald titles) it’s this month.
Figures have all been rounded to the nearest 100, and increase/decrease stats refer in all cases to the corresponding sales for one year previously.
The Scottish Sun: 214,800 (down 7.8%)
Daily Record: 176,100 (down 10.2%)
Scottish Daily Mail: 86,958 (down 3.4%)
The Press & Journal: 56,400 (down 6.4%)
The Courier: 43,000 (down 8.4%)
Scottish Daily Express: 40,800 (down 11.5%)
Daily Star Of Scotland: 38,200 (down 4.7%)
The Herald: 32,100 (down 13.2%)
The Scotsman: 22,700 (down 13.5%)
The Times: 19,900 (up 8.9%)
The i: 16,800 (down 7.2%)
Daily Telegraph: 16,300 (down 5.1%)
Daily Mirror: 13,500 (down 18.8%)
The National: 12,100 (first figures)
The Guardian: 8,700 (down 7.3%)
Financial Times: 2,400 (up 4.5%)
The Independent: 2,400 (down 10.2%)
Sunday Mail: 195,000 (down 9.2%)
The Scottish Sun On Sunday: 161,500 (down 5.6%)
The Sunday Post: 127,600 (down 14.8%)
The Scottish Mail On Sunday: 74,400 (down 5.3%)
The Sunday Times: 42,700 (down 1.5%)
Sunday Herald: 25,000 (down 22.4%)
Scottish Sunday Express: 23,400 (down 11.4%)
Scotland On Sunday: 22,000 (down 19.9%)
Daily Star Of Scotland Sunday: 21,000 (down 3.9%)
The Sunday Telegraph: 13,800 (down 8.7%)
The Observer: 12,400 (down 4%)
Sunday Mirror: 12,000 (down 27.2%)
The People: 7,300 (down 19%)
Independent On Sunday: 4,900 (down 10.1%)
All figures from Audit Bureau of Circulations (ABC)
If we were to generously assume that absolutely nobody buys two papers in one day and that every sale therefore represents a separate person – which isn’t the case – it would mean that just over 803,000 Scots bought some kind of newspaper every day, representing 18% of the adult population of 4.44m.
Or put another way, at least 82% of adult Scots DON’T buy any newspapers.
Then again, given that around half of the population until fairly recently didn’t have one to buy that reflected its political outlook (and still only has a solitary title), we suppose in some respects that might be considered an impressive performance.