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Royal baby: the Times receives biggest print sales boost Royal baby: the Times receives biggest print sales boost
(2 months later)
The Times looks like the clear winner in the royal baby souvenir edition battle, with sales up more than 50,000 copies on Tuesday according unofficial industry figures.The Times looks like the clear winner in the royal baby souvenir edition battle, with sales up more than 50,000 copies on Tuesday according unofficial industry figures.
News UK's paper saw a sales uplift of almost 15% over a typical weekday, as royal fans rushed to snap up copies to commemorate the birth of the Duchess and Duke of Cambridge's son.News UK's paper saw a sales uplift of almost 15% over a typical weekday, as royal fans rushed to snap up copies to commemorate the birth of the Duchess and Duke of Cambridge's son.
The Times, which has taken to printing wraparound front covers to mark big events, previously enjoyed the biggest sales boost among the national dailies for the diamond jubilee and the London 2012 Olympics.The Times, which has taken to printing wraparound front covers to mark big events, previously enjoyed the biggest sales boost among the national dailies for the diamond jubilee and the London 2012 Olympics.
"People who don't usually buy the paper seem to gravitate to the Times as a souvenir," said one senior newspaper executive. "They are also somewhat cheaper than quality rivals and have a larger pool of casual, one-off buyers to draw on.""People who don't usually buy the paper seem to gravitate to the Times as a souvenir," said one senior newspaper executive. "They are also somewhat cheaper than quality rivals and have a larger pool of casual, one-off buyers to draw on."
News UK stablemate the Sun, which rebranded as "the Son" on Tuesday to mark the royal birth, managed a more modest 1% week-on-week lift, about 20,000 copies.News UK stablemate the Sun, which rebranded as "the Son" on Tuesday to mark the royal birth, managed a more modest 1% week-on-week lift, about 20,000 copies.
However the Sun's "Holidays from £9.50" promotion last week adversely affected the week-on-week comparison. Compared with a typical week the Sun added about 5% sales, or 100,000 copies.However the Sun's "Holidays from £9.50" promotion last week adversely affected the week-on-week comparison. Compared with a typical week the Sun added about 5% sales, or 100,000 copies.
Overall, quality newspapers appear to have done proportionately better than the rest of the market, a phenomenon also seen with web traffic, as buyers sought keepsakes of the event.Overall, quality newspapers appear to have done proportionately better than the rest of the market, a phenomenon also seen with web traffic, as buyers sought keepsakes of the event.
The quality sector's sales are thought to have risen by about 5% on Tuesday, a considerable, if short term, boost in a declining market.The quality sector's sales are thought to have risen by about 5% on Tuesday, a considerable, if short term, boost in a declining market.
The Guardian is thought to have increased sales by about 5%, or 7,000 copies – about the same as the Daily Telegraph, which managed 25,000 to 30,000 extra sales. The Independent is thought to have added a more modest 3%, which on its low circulation base is likely to have been only a few thousand extra copies.The Guardian is thought to have increased sales by about 5%, or 7,000 copies – about the same as the Daily Telegraph, which managed 25,000 to 30,000 extra sales. The Independent is thought to have added a more modest 3%, which on its low circulation base is likely to have been only a few thousand extra copies.
The Daily Mail is thought to have added about 2.5% of sales, possibly about 50,000 to 60,000 copies, not as impressive as Mail Online's record global web traffic.The Daily Mail is thought to have added about 2.5% of sales, possibly about 50,000 to 60,000 copies, not as impressive as Mail Online's record global web traffic.
Rival mid-market title the Daily Express is thought to have been up about 4%, as was the Daily Mirror, which equates to a sales boost of about 35,000.Rival mid-market title the Daily Express is thought to have been up about 4%, as was the Daily Mirror, which equates to a sales boost of about 35,000.
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