The Audit Bureau of Circulations (ABC) has announced that newspapers will no longer have their sales figures automatically published, responding to publisher concerns about a 'negative narrative of decline' in print sales. The move comes as three major titles—The Telegraph, The Sun, and The Times—declined to release their April figures, which showed significant drops during the coronavirus lockdown.
Among those that did publish, the Daily Mail led with a circulation of 945,000, down from 1.13 million in March. No national newspaper sold more than one million copies per day, as reduced shopping trips under lockdown hit sales. The Guardian's media editor Jim Waterson noted the irony, saying the decision makes it harder to report on print decline when evidence is withheld.
All publishers will still have circulation audited by ABC, allowing them to share data with advertisers privately. Phil Smith of ISBA, representing UK advertisers, welcomed the change, stating it reduces the focus on circulation as the sole measure of a newsbrand's health in a multi-platform age. Newspapers have increasingly expanded online operations to offset print losses, but digital advertising remains a challenge.
The decision marks a shift from decades of monthly sales figures being a public boast of influence. While some papers like the New York Times have found success with digital subscriptions, the long-term future of print remains uncertain, with annual drops of around 7% in recent years.
