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Panpa Bulletin : March 2006
March 2006 PaNPa bUlletiN | 53 tracker this month let’s take a look in more detail at what has been happening to classifed reading both in print and online. We will use the roy Morgan Single Source readership data although we have to caution that although our narrative is based on the predominant classifed content of the various sections, those same sections do contain some editorial content. however for now that information is our best proxy for pure classifed reading. for Monday to friday metros the view has been gloomy on all fronts for much of the past two years. this is despite the overall readership of metros being slightly positive. however over the last six months both real estate and perhaps surprisingly employment has shown some stability. Saturday classifed reading is at a signifcantly higher level of course for the real estate and employment sections but it also shows the same general drift down and just for real estate the same resilience over the past couple of quarters. the drift down in general mirrors the overall decline in Saturday readership. overall Sunday readership on the other hand has been stable and this is refected also in classifed readership. there has even been some growth in employment reading over the past six months. Both real estate and Motoring reading has been higher on Sundays than in the midweek editions. readership trends for newspaper publishers reading the classifeds no surprise of course that over this same time frame the Internet sites featuring these same topics have been growing strongly (and growing strongly roughly uniformly). Internet is still the least preferred means of access for real estate whereas real estate is the most popular section irrespective of which day of the week. the internet is now more popular for accessing cars and virtually line ball for employment.