I can’t remember the last time I purchased a Sunday paper. There is one explanation for the above graph though – SST has lost about 50k readers as has Sunday News. Thus the HoS’s 100k could be interpreted as SST loss + Sunday News loss therefore no market growth at all since 2005.
For many young people, Sunday is now a “social media” catchup day as opposed to a read the paper with a coffee day. When you add in the decline in newspaper advertising spend from $830 million dollars in 2005 to $540 million in 2012, keeping subscriber numbers up at all costs is essential to stop the bleeding.