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Panpa Bulletin : May 2006
52 | PaNPa bULLETIN May 2006 D01 D02 D03 D04 D05 2.85 2.90 2.95 3.00 3.05 80 120 160 200 Weekday 12MMA D01 D02 D03 D04 D05 2.80 2.84 2.88 2.92 2.96 115 120 125 130 135 140 Saturday 12MMA D01 D02 D03 D04 D05 2.8 2.9 2.9 3.0 3.0 3.1 Pass-on rates 12MMA Weekday pass-on rate Saturday pass-on rate 3.1 3.2 3.3 3.4 90 110 130 150 170 NSW weekday 12MMA D01 D02 D03 D04 D05 2.7 2.8 2.9 3.0 80 120 160 200 Vic weekday 12MMA # of sections Index: Base 100 = Dec 01 2.77 2.79 2.81 2.83 2.85 80 90 100 110 Weekday tabloids 12MMA D01 D02 D03 D04 D05 3.3 3.4 3.5 3.5 90 110 130 150 170 190 Weekday broadsheets 12MMA Source: Derived by BDA from BDA Newspaper Content Monitor / Roy Morgan Single Source / ABC Pass on, a vital measure This month we interrupt our Young Reader analysis to bring you some fresh information that links two of the most sacred topics in the publisher's bible - circulation and readership. We have commented previously that readership and circulation do not always follow each other exactly. The relationship between circulation and readership we refer to as the 'Pass-on' rate i.e the numbers of readers per circulated copy. Let's explore the relationship for the main metro papers both for weekdays and Saturdays. NB Sunday editions behave differently to Saturdays and we are still investigating the drivers. The Pass on phenomenon observed here relates only to weekday and Saturday editions - refer chart below. The different editions do not appear to follow any consistent pattern. However our super-sleuth friends at BDA have been doing some investigation and the results are most interesting. In the charts above we see a positive relationship between the pass on rate and the number of sections in the paper. Make it easier for a number of people to read the paper at the same time and their behaviour responds accordingly. If we look at newspapers in the two highest population states we see the relationship holds true. In the chart below we use the dailies to illustrate the phenomenon. But some of you are probably asking "what about the tabloids - not so easy to achieve distinct sections in that format?" . But interestingly the relationship is just about as strong for tabloids as for broadsheets. In the chart below we show the pass on rate for the tabloids nationally vs broadsheets nationally. This would suggest that the readers are able to separate tabloid sections satisfactorily. Pass-on rate # of sections Index: Base 100 = Dec 01 Pass-on rate # of sections Index: Base 100 = Dec 01 Pass-on rate Source: Derived by BDA from BDA Newspaper Content Monitor / Roy Morgan Single Source / ABC Source: Derived by BDA from BDA Newspaper Content Monitor / Roy Morgan Single Source / ABC Source: Derived by BDA from BDA Newspaper Content Monitor / Roy Morgan Single Source / ABC Source: Derived by BDA from BDA Newspaper Content Monitor / Roy Morgan Single Source / ABC