LONDON: The UK's biggest-selling daily tabloid, The Sun, has seen circulation slide to just over three million during the last six months.
Latest ABC figures show average net circulation in the six months to November 2006 down by 3.38% on the same period last year.
The title, part of the News Corporation empire, once boasted sales of four million-plus during its Margaret Thatcher-supporting heyday, before the migration of readers and advertisers to the web.
Tabloid arch rival, the Daily Mirror performed even worse with a 6% sales slide over the same period.
The Sun's stablemate, quality compact The Times, also saw average circulation slip 3.87%.
Data sourced from mad.co.uk; additional content by WARC staff