Sunday Herald scores with Ryan Giggs splash

The Sunday Herald's move to name Ryan Giggs as the footballer who took out a gagging order paid off after it reported the biggest month-on-month increase in sales of any national newspaper last month. Richard Walker, the editor of the Sunday Herald, published a full-page picture of the footballer , who had taken an injunction out in England, after taking legal advice that the order did not apply in Scotland. The massive publicity surrounding the move helped fuel a 9.18% month-on-month increase in sales to 32,292 in May, according to the latest Audit Bureau of Circulations figures published on Friday. However, despite the boost the newspaper's circulation was still down 23.6% year on year. The News of the World increased its circulation by 1.95% in May, but tough comparisons with the general election in May 2010 meant the Mail on Sunday was the only weekend title to show an annual rise. The Mail on Sunday stayed level with a 0.01% lift, while the Sunday Express fell less than 1% over the period. Overall, circulation for the quality Sunday papers was down 7.76% on May 2010, while the mid-market fell 1.01% and the popular titles fell 7.32%. The Observer slipped 13.87% year on year and the Independent on Sunday declined 7.9%. Most publications were also down month on month in May, after April's royal wedding. The News of the World rose 1.95%, while Trinity Mirror's the People edged up 0.21%. News International's the Sunday Times was the only other national paper to show a monthly increase, rising 3.08%. On average, the popular Sundays rose 0.69% month on month, while the mid-market declined 2.45% and the qualities 0.21%. The Sunday Express fell 6.36% compared with April, and the Sunday Telegraph fell 5.71%. An average of 9,740,000 Sunday papers were circulated each Sunday in May, 588,000 fewer than in May 2010. Sunday Times Headline circulation: 1,049,599 Month-on-month change: +3.08% Year-on-year change: -6.10% Overseas: 47,739 Sunday Telegraph Headline circulation: 480,438 Month-on-month change: -5.71% Year-on-year change: -6.31% Overseas: 18,271 The Observer Headline circulation: 293,053 Month-on-month change: -3.27% Year-on-year change: -13.87% Overseas: 17,716 Independent on Sunday Headline circulation: 151,212 Month-on-month change: -1.95% Year-on-year change: -7.90% UK and Ireland paid-for circulation: 70,575 (47% of total) Overseas: 27,677 Mail on Sunday Headline circulation: 1,918,751 Month-on-month change: -1.34% Year-on-year change: +0.01% UK and Ireland paid-for circulation: 1,697,445 (88% of total) Overseas: 110,230 Sunday Express Headline circulation: 563,397 Month-on-month change: -6.36% Year-on-year change: -0.85% Overseas: 35,436 News of the World Headline circulation: 2,657,232 Month-on-month change: +1.95% Year-on-year change: -7.05% Overseas: 64,222 Sunday Mirror Headline circulation: 1,086,961 Month-on-month change: -0.95% Year-on-year change: -5.33% Overseas: 39,803 The People Headline circulation: 481,224 Month-on-month change: +0.21% Year-on-year change: -8.59% Overseas: 23,572 Daily Star Sunday Headline circulation: 305,984 Month-on-month change: -1.05% Year-on-year change: -14.32% Overseas: 14,781 Headline circulation includes lesser rate sales, subscriptions, bulks – copies sold to airlines, rail companies, hotels and gyms for a nominal fee and given free to the public – and distribution in Ireland and overseas. UK and Ireland paid-for circulation excludes bulks and overseas distribution; where this figure is not given, bulks and overseas distribution account for less than 5% of total circulation • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication". • To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook .