'MORE people are turning to the Express'

The Express has devoted 233 words in today's edition to patting itself on the back:

The Daily Express not only reflects the beliefs of middle Britain’s readers...but also entertains them, saves money on their shopping bills AND offers them the chance of a dream lottery win.

And, as the latest sales figures illustrate, that’s why MORE people are turning to the Daily Express.

Last month, another 10,115 people joined our newspaper’s readership.

We welcome them as warmly as we appreciate our existing loyal buyers. Like them, our new readers today have the opportunity to win up to £100,000 on the Health Lottery thanks to our offer of a free £1 ticket.

They will also enjoy all the other benefits that being a Daily Express reader brings, such as regular fantastic free offers that help cut the cost of the weekly shopping bill.

It means being part of the only national newspaper with the courage of its convictions to come out and say what a majority of people in this country believe: that it’s time for Britain to leave the EU.

And it means being entertained and informed six days every week by the fullest news coverage, most compelling features and women’s pages and up-to-the-minute sports reports.

Then there’s our unparalleled team of top columnists – from Richard and Judy to Ann Widdecombe, and Frederick Forsyth to Vanessa Feltz.

Put together they add up to an unbeatable bargain.

The Daily Express: value for money and representing your values too.

And they are right to say that from March to April, sales of the Express did increase by just over 10,000 per day.

What the Express 'forgot' to mention today was that from February to March, sales fell by just over 19,000 per day.

Richard Desmond and the Daily Star

In November 2011, Richard Desmond was trumpeting the circulation figures of the Daily Star:

The Daily Star was selling 400,000 when we bought it, it now sells around 800,000.  

As this blog pointed out at the time, his figures weren't accurate. The Daily Star was actually selling 627,317 copies per day in November 2000, when he bought it. The October 2011 ABCs showed the figure was around 658,690 at the time he spoke.

In fact, the Daily Star's circulation hasn't been above 800,000 since September 2010.

When giving evidence to the Leveson Inquiry yesterday, Desmond admitted:

We see the figures daily

So surely he would be able to give Lord Leveson a more accurate picture of the Star's circulation? Not exactly:

We've invested more in the Daily Star than, you know -- just look at the product. It's fantastic. At the end of the day the reader decides, and 11 years ago we were selling about 400,000 copies a day and now we're selling 700, 800,000 copies a day in a mature newspaper market, shall we say. I think it's fantastic what we've done on the Daily Star, but the readers have decided, you know, they can't get enough of it.

If someone genuinely believes the Daily Star is 'fantastic', it's hard to take much else they say seriously.

Not unsurprisingly, he simply repeated the same incorrect figures he'd used before. If he does see the figures so often, how can he get them so wrong?

Moreover, the latest ABCs - released today - are even worse news for Desmond. They show that in December 2011, the Daily Star's circulation was 616,498 copies per day.

That means the Star is now selling, on average, 11,000 fewer copies per day than when Desmond acquired the paper just over eleven years ago.

Ahem:

I think it's fantastic what we've done on the Daily Star, but the readers have decided, you know, they can't get enough of it.

(Meanwhile the circulation of the Express has dropped from 985,253 in November 2000 to 596,415 in December 2011 while he's been owner.)

(More on Desmond's evidence from Steven Baxter and The Guardian, while Roy Greenslade looks at the media's reaction to it.)

Desmond gets his figures wrong

As Richard Desmond unveiled his new printing plant in Luton yesterday, he was asked by the Press Gazette:

why he was making the investment at a time when print newspaper circulations in general are declining.

He replied:

“My newspapers haven’t declined over the last 11 years. The Daily Star was selling 400,000 when we bought it, it now sells around 800,000. Eleven years ago there wasn’t a Daily Star Sunday, it now sells more than 800,000 every Sunday. The Daily Express and Sunday Express are in line with the market.”

He is right that sales of the Star haven't declined overall. But only just - and his figures are completely wrong.

The Daily Star was actually selling 627,317 in November 2000, when he bought it.

Not 400,000.

Based on the October 2011 ABCs, it now sells 658,690 copies per day.

Not 800,000.

The Daily Star Sunday doesn't sell 800,000 every Sunday either.

The figure, from the October ABCs is 688,058. It has benefitted a lot from the closure of the News of the World as back in June it was selling only 305,978 copies every Sunday. 

And the Daily Express? When Desmond acquired it, it had a daily circulation of 985,523.

The October 2011 ABCs show a daily circulation of 614,534.

A decline of 370,989 copies per day.

So he wasn't correct to say there has been no decline over the last 11 years. But at least he didn't repeat the claim he made in June when he said sales of the Express had 'increased dramatically'.

Daily Star Sunday: Not Britain's 'No. 1 paper'

On Saturday, the Daily Express decided to report on the latest Audit Bureau of Circulations figures which showed a slight increase in sales for the paper.

The headline, however, claimed that this increase meant there was:

The increase from July to August was 3,812 copies a day and this was the second consecutive month of increased sales.

But the daily circulation in August stood at 629,764. In May, they were selling 631,588 copies per day.

Moreover, when Richard Desmond acquired the paper in 2000, the Express' circulation stood at 985,253 and has never risen above that figure (despite what he claimed in a television interview). 

Despite using the 'World's Greatest Newspaper' slogan on the front page every day (don't laugh) it sells fewer copies than the Sun, Mail, Mirror, Star and Telegraph.

'No stopping' the Express?

The paper claims this month-on-month increase is partly down to its 'leading news coverage'. 

By 'leading news coverage' it must mean front page health 'secrets' such as exercise being good for you and smoking being bad for you.

And the Express isn't the only Demond paper celebrating the latest ABCs.

Today's Daily Star Sunday claims it is:

It's not clear how the Express can be the 'greatest' newspaper in the world if it isn't even 'No. 1' in Britain.

Anyway, obedient hack Neil Chandler writes:

We're the most successful newspaper in Britain – and that’s OFFICIAL!

The basis for this claim is that the paper has seen a 95% year-on-year increase in sales. Like other Sunday tabloids, it has benefited hugely from the closure of the News of the World.

What it neglects to mention is that in July 2010, it was selling a meagre 370,032 copies every Sunday - the smallest circulation of any daily or Sunday red-top in Britain.

The paper boasts:

Our performance was 28% better than the dull Sunday Mirror – and a stonking 29% better than the tired old People.

The paper is, however, only telling half the story with those figures and it neglects to mention something rather important.

In August 2011, the Daily Star Sunday sold 744,981 copies every Sunday.

But the 'tired old People' sold 892,033 copies every Sunday. 

And the 'dull' Sunday Mirror sold 1,900,460 copies every Sunday.

Indeed, not only does 'the most successful newspaper in Britain' (ahem) sell fewer copies every week than the Sunday Mirror and The People, it trails well behind the Mail on Sunday (2,098,244 copies) too.

Ignoring those inconvenient stats, the Daily Star Sunday soldiers on, explaining exactly why it's so 'successful':

No other paper got anywhere near. And it’s no surprise.

We stunned the world with our amazing exclusive that Jessie Wallace’s fella had sent a saucy pic of her to his ex...

And our exclusive that David Beckham had a gun guard was followed up around the world.

This is the best the paper can come up to show the quality of its 'news'. Rich man's bodyguard carries a gun. Soap star has relationship problems.

And wouldn't it have been hard to 'stun the world' with the Jessie Wallace 'news' considering most of the world doesn't know who she is?

The paper's assertion that it is Britain's number one is as hollow and ridiculous as the Express' 'World's Greatest' claim.