Sunday, 11 September 2011

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.

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