The Daily Mail (Irish edition) posted an average sale of 55,311 for the month of July, just slightly above the rate recorded in the previous month.

The paper's circulation has slipped back since its high profile launch in early February, when it was selling more than 80,000 copies a day. The latest figures suggest its sales remain relatively static, only increasing by 670.

The newspaper is currently selling for 50 cent on weekdays, but its sales remain far behind its main rivals, such as the Star, the Irish Independent and the Examiner.

It is published by Associated Newspapers Ireland, which is based in Ballsbridge. The company will be determined to make sure sales do not drop below the symbolic 50,000 mark.

Associated Newspapers is believed to be considering changing the name of its Sunday newspaper, Ireland on Sunday, to the Mail on Sunday Ireland in an attempt to build up a single brandname in the Republic's newspaper market.

The reasons for the low sales of the Daily Mail are unclear but several explanations have been suggested. One is that the growth of freesheets like Metro and Herald AM has come at the expense of the Mail. The other explanation, believed by several leading advertising agencies, is that the Irish edition does not contain enough Irish content.

The Daily Mail UK edition is the second biggest newspaper in the market after the Sun. The UK edition is now selling more than two million copies, with 121,681 of these sold in Scotland.

Associated Newspapers is controlled by Fleet Street press baron Viscount Rothermere.