The final numbers of 2019 were released today allowing us to see where the market (well those papers who are audited) ended up last year.
Just a courtesy look at December: It wasn’t as bad as it could have been, as December can go either way for the papers. But sales were down only 1% on the previous month – but -16% on the year, more on that later. In short, the month threw up no real surprises.
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As the figures for the twelve months are available for the audited titles we can see where this portion of the market ended up. But going on experience, where the monthly audited papers ended up at the end of the year is highly correlated to where the papers who are audited every six months ended up! In short, the monthly ‘bundle’ is a very good reflection of the market as a whole.
Morning
Looking at the six month averages, the morning market fell by 14% which is a new low for that market. It was aided and abetted by decent declines in the tabloids.
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If you look at a twelve month average of the percentage change (by month) in the morning market, it shows that the recent past have really been tough on the market.
Sunday
Turning to the Sunday market, their six month decline was a little more respectable turning in a decline of 9%.
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The twelve month average of the percentage change in the Sunday market shows shows a little more resilience than the morning.
Finally – the total market seen as a six month average, it too is at an all time low at 11%
