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Every national newspaper has seen a year-on-year slump in readership with seven suffering double digit falls. Tabloids and mid-market journals have faired better than their quality counterparts - The Daily Star's recent high risk strategy 10p cover price has seen daily sales rise. The Observer was the biggest faller, shedding 21% of their circulation, according to the Audit Bureau of Circulation. Seven publications saw double digit falls. Its sister titel did not fair much better, losing 15.6% of readers. Free copies and overseas sales have been excluded in the final tally - last year thelondondailynews.com reported how a forensic review of so called 'bulk sales revealed numbers were inflated when compared to the number of papers ABC themselves could find being distributed. 18.5% of The Independent's circulation was made up of freebies; its figures have fallen by 2.67%. A paper could give away x amount of papers airports, stations, hotels and restaurants at a cost negligible to the gains made in advertising lured in by high circulation figures. The full list of figures National Morning Pop (figures correspond to: circulation y-o-y +/- bulks 7/10 bulks 7/09)
* Daily Mirror 1,242,446 -7.28 0 0
* Daily Record 324,229 -5.52 1,963 2,013
* Daily Star 843,229 -4.95 0 0
* The Sun 3,042,406 -2.53 0 0
Average circulation 5,452,310 -4.21 National Morning Mid Market * Daily Express 663,871 -9.56 0 0
* Daily Mail 2,117,839 -2.79 113,108 131,142 Average circulation 2,781,710 -4.50 National Morning Quality * Daily Telegraph 678,391 -17.16 0 93,647
* Financial Times 378,497 -4.80 37,040 29,476
* The Guardian 277,246 -15.67 0 10,383
* The Independent 183,975 -2.67 62.433 38,498
* The Scotsman 42,850 -7.20 3,809 4,065
* The Times 502,588 -13.42 0 50,270 Average circulation 2,115,729 -12.46 National Sunday Popular
* Daily Star Sunday 370,032 -10.74 0 0
* News of the World 2,890,523 -6.88 0 0
* Sunday Mail 388,954 -7.19 765 646
* Sunday Mirror 1,155,101 -7.49 0 0
* The People 539,692 -9.26 0 0
Average circulation 5,344,302 -7.56 National Sunday Mid Market * Sunday Express 568,740 -11.87 0 0
* Sunday Post 325,580 -7.96 0 0
* The Mail on Sunday 1,954,616 -4.23 102,343 117,732 Average circulation 2,848,936 -6.29 National Sunday Quality * Independent on Sunday 155,565 -3.01 52,862 35,053
* The Observer 314,602 -21.02 0 12,646
* Sunday Herald 40,069 -1.08 0 0
* The Sunday Telegraph 505,214 -16.15 0 70,254
* The Sunday Times 1,068,158 -10.31 0 19,711 Average circulation 2,134,871 -12.84
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