i sales rocket as Indie’s sink perilously low

Journalism coursesBy Sarah Reid


  • Low cost tabloid races ahead of Guardian and FT
  • Outlook for Independent bleak

The i newspaper is the only national broadsheet to have increased its readership in the last year, according to figures released by the Audit Bureau of Circulations this month. All other national newspapers, including The Independent, saw a big fall in sales.

In March 2013, the i’s average daily readership was 302,757 – an increase of 10.58% on the previous year. Its sister publication, the Independent, reported a fall in sales of 25.23% in the same period, shifting an average of just 75,274 copies each day.

Launched in October 2012, the i is the newest and cheapest national newspaper in the UK, and saw its readership nearly double between 2011 and 2012. According to Fiona Booth, writing for media website The Drum, most of the 20p daily’s success appears to be due to readers switching from the Independent.

“It shouldn’t come as a great surprise that sister title i lays claim to the greatest year on year growth this month. The additional 99,432 copies it’s put on not a million miles away from the 86,680 copies that The Independent is conversely down,” she said.

Although readership monitor ABC reported a small rise overall in average daily sales of national broadsheets in March compared to February, longer term figures still show a steady decline in newspaper readership. Year-on-year, the Financial Times has a seen a 14.51% fall in sales, and the Guardian reports a loss of 10.78%, their average sales figures now both smaller than the i’s.