(Thanks to Ludo for alerting me to this)
In the last year alone, shares in publisher Daily Mail and General Trust (DMGT) have dropped 28%. That rate of fall, if maintained, leads to oblivion in three or four years. The Daily Mail, Mail on Sunday and Metro owner reported pre-tax profits down 13%, again in one year.
The Scottish Daily mail had a circulation in December 2009 of 113 771 and in 2014, the UK circulation was 1 708,006. I can’t find 2017 figures, but I think we get the picture looking at the steep decline in the graph above (for the Sun too!). Extending the line for two years and the UK version (total?) looks like getting very close to just over 1 000 000 in 2017 and utterly non-viable in another two or three. As for the Scottish version, assuming the same pattern, they lost around 70 000 just in the last two years. Given that we only have the 2009 figure, eight years ago, how low might their sales be now? This is the end of times for many in the mainstream media and if the decline persists the Scottish Daily Mail disappears from our stands in two to three years!
Praise the lord and pass the ammunition!