UK Independent’s Winning Tabloid Formula Boosts Sales

17 August 2004

Almost a year after launching its compact (tabloid) version, UK quality newspaper The Independent is reaping the benefits in terms of circulation sales for the tenth consecutive month.

Figures from the Audit Bureau of Circulations show that sales have increased slightly to 262, 086 – a rise of 0.2% month-on-month.

Rival upmarket newspapers have fared less well. Even The Times, with its own compact version now available, fell by 1.65% month-on-month to 650,448. It also has some catching up to do for year-on-year sales, which although positive at 2.75%, lag far behind the Independent's rise of 20.51%.

Exclusively broadsheet papers The Guardian and the Daily Telegraph both saw a fall in circulation, attributed to the usual sales inactivity of the holiday season. It remains to be seen whether the proposed 'Berliner' [compact] style of The Guardian will rescue its ailing circulation. Month-on-month sales slumped by 4.49%.

  • Meanwhile, of the mid-market tabloids, sales of the Daily Mirror fell slightly at 0.93%, while The Sun turned the tables on its recent circulation slide to report a month-on-month rise of 0.9%.

    Data sourced from:; additional content by WARC staff