Little boasting for newspapers

There was a marked lack of boasting in most of the Sunday papers this weekend following release of the latest ABC figures. And for good reason. March was a poor month for sales, with both The Observer and The Sunday Times down on the previous month, and The Sunday Telegraph just about holding its own over February, while losing readers year on year.

The notion that Saturdays are the new Sundays seems to be gaining credence, as people resist buying a doorstep of news-print two days in succession. But if it's tough for the Sunday broadsheets it's even harder for the tabloids. The News of the World continues to be the market leader, outselling both the Sunday Mirror and Sunday People combined, but is struggling to keep above the four-million mark. The Sunday Mirror is down 3.32 per cent year on year. The Sunday People (which got clearance to run its Gary Flitcroft sex scandal exclusive only to find that the Queen Mother had died) has finally been given some money for promotion and advertising but is down by more than seven per cent year on year. The Mail on Sunday is holding firm but the Sunday Express's year-on-year figures make for depressing reading. Even so, Express Newspapers chairman Richard Desmond is moving ahead with plans for a Sunday Star. A launch later this year is looking increasingly likely.