ABCs: Observer and Sunday Telegraph defy downward trend

The Observer and the Sunday Telegraph defied the downward market trend by recording circulation rises in May, the only two quality Sunday titles to do so. Total sales in the serious end of the Sunday market were down 0.49% compared with April, a significantly smaller decline than in previous months, according to the latest figures from the Audit Bureau of Circulations published today. Average circulation for the four Sunday qualities totalled 2,234,355, down from 2,245,232 in April. That represents a fall of 10.17% on April 2009. The Observer, which is published by the same group as MediaGuardian.co.uk, was the best performer, growing sales by 2.55% compared with April, although down 16.1% year on year. The average sale of the Sunday Telegraph in May was 512,819, a 0.52% rise month-on-month. Sales also fell dramatically year on year, however, by 17.18%. Both annual falls owe much to decisions to stop counting bulk copies in the circulation figures. The Observer has cut 21,000 bulks – copies sold to airlines, rail companies, hotels and gyms for a nominal fee and given free to the public – and also distributed 16,000 fewer overseas copies compared with May 2009. The Sunday Times Headline circulation: 1,117,749 Month-on-month change: -1.53% Year-on-year change: -6.42% UK and Ireland paid-for circulation: 1,064,150 - 95.2% (of total) Overseas: 53,599 The Sunday Telegraph Headline circulation: 512,819 Month-on-month change: +0.52% Year-on-year change: -17.18% UK and Ireland paid-for circulation: 484,011 - 94.3% Overseas: 28,808 The Observer Headline circulation: 340,247 Month-on-month change: +2.55% Year-on-year change: -16.10% UK and Ireland paid-for circulation: 299,147 - 93.4% Overseas: 21,101 The Independent on Sunday Headline circulation: 164,188 Month-on-month change: -2.36% Year-on-year change: -1.95% UK and Ireland paid-for circulation: 82,588 - 50.3% Overseas: 27,844 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 • 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".