Sales of the Daily Record have dropped perilously close to the significant 150,000 mark.
Despite the excitement of two top transfer targets arriving at Ibrox and the drama of a bidding war for Barrie McKay sales during January dropped down to 155,772 per day.
Keeping the decline in sales to 10% or less is the aim of most publishers but the Record’s circulation compared to January 2016 was down 11.94%.
The Record’s sister publication, the Sunday Mail saw it’s circulation fall to 168,164 during January- a year on year fall of 13.84%.
Only The Times shows an increase in print circulation with a rise of 11.66% year-on-year with their Scottish edition selling just over 20,000 copies out of the nationwide figure of 451,261.
Even the Sunday Post, who recently recruited former Sunday Mirror whizz kid Steve Marton from the dole queue, suffered a 12.19% fall in sales taking it’s weekly circulation down to 143,169
The long term decline is now reaching critical levels with no sign that digital reach can bring in the same levels of advertising as print.