ABCs: Newspaper circulations quicken nosedive, compact can’t stop to rot for Fairfax
Newspaper print circulation maintained its steepening decline in the June quarter, with most mastheads either on or close to double digit declines as they continue to hemorrhage sales.
In the April to June quarter Audit Bureau of Circulations (ABC) figures released this morning there wasn’t one positive result on the print side for the major publishers, with Fairfax in particular taking another hammering, in what Fusion Media has described as “another really difficult and poor audit”.
In the metropolitan market it’s a case of more of the same as circulations continue to fall, with Fairfax’s big two The Sydney Morning Herald (-17% M-F) and The Age (-16.2% M-F) posting weighty declines. It doesn’t get any better for Fairfax in the weekend metro division, with the Sun-Herald handed the unfortunate tag of the steepest decline (-20.4%) of the mastheads audited, while the SMH weekend edition (-20.2%) fared little better.
This latest round of ABC figures is the first since Fairfax launched its new compact format for the SMH and The Age. After reporting an initial bump in sales following the launch it now appears that both titles have been brought plummeting back down to earth.
A comprehensive table of the audit results can be found here
In repsonse to the results, Fairfax Media's managing director of Australian Publishing Media, Allen Williams, said: “Our independent journalism and content has been a compelling point of difference. Our audiences have never been greater, coming to our mastheads through our various platforms.
“Going compact was all about providing our customers with a reader friendly format, delivering more impactful solutions for advertisers, and rescaling our printing operations for efficiency gains. The proof our strategy is working is that circulation revenues and yield per copy for our metropolitan mastheads are up on last year," he added.
Over at the News Limited stable, who said that they won’t be commenting on the ABC data, there was little to gloat about, with The Daily Telegraph (-11.2% M-F) and Herald Sun (-10.3% M-F) posting double digit declines.
Fairfax was able to at least boast a victory of sorts in the battle of the nationals, with the Australian Financial Review (-6.8 M-F) edging out The Australian’s Monday to Friday editions (-9.8%).
Last quarter, the only anomaly for Fairfax was the weekend edition of the Fin, which spiked an impressive 18.2% to 81,606, however this time around it has plunged the other way (-14.7%).
Commenting on the results, Justin Diddams, media analyst Citibank, told B&T that at the same time smart phone penetration accelerates in Australia, we’re seeing a deceleration in the sales of printed newspapers.
“The correlation is stark,” said Diddams. “This looks like one of the worst ABC numbers reported. I’m not that surprised, what we’re seeing is an acceleration in the structural decline in newspapers,” added Diddams, who after the ABC results last quarter described the decline of newspapers as being a “category four storm, extreme but not catastrophic”.
In terms of total masthead figures, which take into account readers who pay for paywall access in the case of The Australian, plus digital versions in the case of The SMH and The Age, things are not much rosier.
The Age (-6.9 M-F) with a total masthead of 168,409 scored better than the SMH (-14.8% M-F) with 164,288, while the gap was larger on weekend editions, with the SMH down 18.7% and The Age down 9.6%.
The Australian showed 164,439 total subscribers, compared to the print-only figure of 113,226 for Monday to Friday, while total masthead for the weekend edition was 296,819. The week day figure for The Australian includes 47,784 digital only sales, and 41,928 for weekend.
With no major newspaper making gains, it was again the Saturday West Australian edition (-3.77%) that suffered the least damage on a print only figure of 290,536.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.