SMH digital subscriptions almost neck and neck with print sales

SMH digital subscriptions almost neck and neck with print sales
SHARE
THIS



The latest results from the Audit Bureau of Circulations (ABCs) show the weekday print version of Fairfax Media’s The Sydney Morning Herald only just beating its digital subscriptions by ten issues.

The Sydney Morning Herald (SMH) weekday print edition may have dropped 14.5% year on year to a circulation of 126,510 (down 21,527 hard copy sales from the previous year) however its digital edition is up a whopping 183% to 126,500, making them almost nose to nose.

On the whole Fairfax Media’s print sales fell by 13.63%, according to the table below from Fusion Strategy, however its digital sales increased 275.82%, leaving the media giant with an increase of 13.16%.

News Limited grew its digital circulation results by 47.37%, with its hard copy sales falling 8.99%, to create an overall drop of 6.61%.

Steve Allen at Fusion Strategy said that digital sales are a “two-edged sword”.

“Digital sales are a two-edged sword though, as clearly Fairfax’s whole hearted embrace of digital accelerates the declines of hard copy,” he said in a statement.

“Not a great audit if you rely on hard copy sales.”

Talking about Fairfax’s clinch of digital, Allen told B&T: “News Limited just aren’t embracing digital and you have to wonder why.

“Fairfax are a completely open book on this and the results show it.”

Taking into account the total masthead sales, the Monday to Friday editions of Fairfax’s SMH and The Age are leading the pack in terms of total circulation increase, looking at the table on the left provided by Fusion Strategy.

Fairfax Media’s managing director, Allen Williams, said: “The March 2014 ABC release is the third period to include sales data from our digital subscriptions for The Sydney Morning Herald and The Age websites, m-sites and tablet apps, launched on July 2, 2013.

“Figures taken from our last market update given on May 9, 2014 show we have signed up around 130,000 paid digital subscribers for The Sydney Morning Herald and The Age. In addition, 100,000 existing print subscribers have activated their digital access.”

Fairfax’s weekend edition of the Australian Financial Review didn’t fare very well in the ABC results, sliding down 23.1% to a circulation of 62,717 where the same time last year saw the circulation at 81,606.

Taking a gander at News Limited’s Monday to Friday edition of The Australian you’ll find a slip down of 6.7% in print circulations year on year, similarly for The Daily Telegraph weekday edition which fell 9.5% in circulation.

The print version of the weekday edition of The Daily Telegraph dropped 9.5% in circulation (276,176 now compared to 305,132 the previous year) with its weekend version showing similar drops, down 9.1% to 276,417 (the previous year was 304,254).

The Herald-Sun saw its digital results up 80.9% for weekday and 83.3% for weekend, however the amount of print copies sold still outnumber digital.

Even though the print weekday edition dropped 10.1% year on year, its circulation result from the last quarter is at 382,217, whereas the digital weekday circulation numbers are 47,815.

The weekend edition was much the same, down 10.6% year on year but still posed the highest circulation number of 387,484 with the weekend digital circulation numbers showing 48,258.

According to Allen: “Fairfax’s strategy is clearly a winner and it seems they can make money out of it, though it’s still problematic.”

“A large and growing proportion of consumers look to a digital future, even in newspaper consumption.”

Please login with linkedin to comment

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.