LONDON: In its first-ever release of combined ABC print and online monthly circulation figures, the UK Audit Bureau of Circulations flags Associated Newspapers' middle-class clarion Daily Mail as the nation's leading newspaper brand.
But - and its a big 'but' - the new Multi-Platform Monthly Report, based on the ABC's January audit, covers only five national newspaper publishers. It is hoped more will follow suit in the near future.
Among those included in the new survey, the Daily and Sunday Mail lead the field with print circulation and web unique users totalling 22.55 million, comfortably outpacing The Guardian/The Observer's 20.5m and The Sun's 16.6m.
However, it's a different story when it comes to overall reach by individual newspaper groups. In this sector, NewsCorp unit News International has put a massive stretch of clear blue water between itself and its nearest competitor Telegraph Media Group.
News International, which comprises bottom-feeding daily title The Sun and its Sunday equivalent, News of the World, is also preeminent at the opposite end of the socio-economic scale with The Times and The Sunday Times.
Clan Murdoch's combined newspaper portfolio, both offline and on, accounts for no fewer than 36.7m. Leaving runner-up TMG (13.9m) trailing by 22.8m
Among the major names yet to commit to the multi-platform audit are Mirror Group, Independent Newspapers, Financial Times and Express Newspapers.
It is not known when (or if) they will follow suit.
Data sourced from mad.co.uk; additional content by WARC staff