Medical Newspaper Readership Plummets and “it’s not the digital stupid”

Medical Newspaper Readership Plummets and “it’s not the digital stupid”
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



executives at Cirrus Media were running for cover this week following the release of the syndicated medical readership research,the benchmark by which media buyers measure the medical publishers

Cirrus, which owns the two major weekly GP titles, Medical Observer and Australian Doctor , first embargoed the research  ‘to look  for a bug in the research’ that had eaten large a hole in their normally dominant readership figures. Then reports started to emerge that they had  started saying that their readership had dropped a little because of ‘the march of digital’. The market waited to see how bad it might be. It was bad. “An unmitigated disaster”, is how one medical publisher put it.” You can’t explain that sort of a drop away by pointing the finger at digital. They had  30 or so years of very steady and very high print readership. Something went wrong over there.” The drop in Average Issue Readership (AIR) was 15.2% for Medical Observer and just over 11% for Australian Doctor. The biggest single drop by a title prior to this in any one year  is in the realms of 5.5% according to the publisher. chart Both titles are largely controlled circulation and until early this year, Cirrus had used the lists of the  Australian Medical Publishing Company (Ampco), owned by the AMA to distribute. “Our list is generally recognised as the one with the most continuity and integrity”, said David Kelly, Ampco’s Sales and Marketing Manager. “But Cirrus, now owning both weekly titles, decided earlier in the year to go it alone”, he said. Other changes Cirrus reportedly made to their print offerings during the year included restructuring and merging the editorial teams of the two competing newspapers, a reduction in editorial staff on the print side of the business, reductions in circulation and most recently, they tested mailing both titles in the same plastic bag, something which some clients claim they had no knowledge about. “Its not exactly a double blind experiment on digital effectiveness versus print when you screw around with your print like that”, said another executive from the sector. “If they  go out with the argument that their digital rocks and is kicking in I think they are going get a few clients who will ask for their money back on last years sprint schedules and a reduction on this years rates equivalent to their readership drop.” The Misfits, which owns B&T, has just this week launched a medical division, The Medical Republic Group, which includes a new fortnightly tabloid newspaper.

Please login with linkedin to comment

Collaboration

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]