Latest ABC circulation figures.

Being the most expensive Sunday Newspaper has had an adverse effect on the Sunday Times.

Following its increase to £2.00 it has lost 100,000 in circulation although still is the biggest quality Sunday seller.

The latest and last figures for 2006 make gloomy reading,the followthemedia site describes them as:"Little sort of a disaster for the paid for's"

It goes on to say

"The Sunday Times debacle frankly caught most by surprise, none more than the marketing people at NI. The newspaper had been riding a wave of success all year until September’s fateful decision. Executives raised the price from £1.60 to £1.80 in February and there was nary a complaint. So why not try a good thing again just six months later with another 20p increase and become the first £2 UK newspaper?
But this time the reaction was swift. October’s circulation sank 2.32% and for the first time in seven years sank below 1.3 million. November was pretty steady, so the thinking was that maybe the worst had passed, but then came the shock December numbers with a 5.87% drop over November – down to 1,212,886, barely above the 1.2 million mark. Those falls took a positive year and turned it into one with an overall 7.64% drop."