by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : November December 2006
In marked contrast to their ac- ceptance of the new, quarterly circulation audits of the coun- try's major newspapers, detailed in the accompanying graphs, Australia's two major publishers, News Limited and Fairfax Media, have fallen into disagreement over whether Roy Morgan Research's method assessing the other key performance yardstick of reader- ship needs to be replaced. News Limited has announced that it will not use the latest Morgan results, covering the six months to September 30. It will continue to use the June 2006 results "until deficiencies in the current system are rectified or a new system is developed". News made the declaration was made in one of two statements released simultaneously. The first praised the new style circulation tables issued by the Audit Bureau of Circulations, which now break out the proportion of circulation that comes from bulk sales to airlines and hotels, to educa- tional institutions and at special events. The second statement slammed the Morgan figures. News Limited chairman and chief executive John Hartigan said that while the "unanimous industry support for the new (ABC) methodology had paid its first dividends", the latest Morgan survey was "another in a long line over many years riddled with anomalies for which there is no adequate explanation." "It's time for significant reform of the readership measurement system," he said in a call for an industry summit that would expedite plans to develop a new system aimed at delivering more detail and greater transparency, akin to what has been achieved under the tough new Audit Bureau of Circulation rules. In support of its attack on the Morgan findings, News Limited released details (see separate pan- el) of its concerns about survey data issued over several years on a range of newspapers, citing low sample sizes in some markets, ten per cent swings for mature titles and readership levels that conflict with circulation trends. Hartigan said News, along with other publishers, accepts that readership results will vary from survey to survey. "What we don't accept are the volatile fluctuations for which there is no adequate explanation," he said. Hartigan, who is chairman of The Newspaper Works, the newly founded industry marketing body set up by the main publishers, will press for the establishment of a new readership measurement system when the group meets on December 12. "Our decision to call an industry summit is not about one survey; it's about the need to develop a credible solution for the long-term that all industry participants can trust," he said. Roy Morgan Research would be welcome to participate in discus- sions about how to reform the system. "We want to create construc- tive dialogue on this issue and the incumbent research company will be welcome to contribute ideas as will other research companies," said Hartigan. The December meeting will be an early test of the more co-opera- tive approach publishers want to achieve on general industry issues, given the prompt response in which Fairfax rejected the need for a massive overhaul. Fairfax corporate affairs director Bruce Wolpe said the company, despite previous strong criti- cism of survey findings on The Australian Financial Review, believes the Morgan methodol- ogy is basically sound. He said there was no basis for "a wholesale overthrow of the Morgan reader- ship survey which has served the industry and the market so well for many years". Fairfax would, however, be happy to sit down with News to discuss areas of "legitimate con- cern" to "improve the product." In the latest survey, Fairfax titles generally showed an increase in readers, led by a rise of 11 pc in The Sunday Age. Other than a 7.6 pc increase by its broadsheet flag- ship, The Australian, most News titles showed negative results. The first set of audited sales data released by the ABC under its overhauled reporting rules produced the confirmation the market needed that, contrary to allegations of widespread pad- ding of sales figures by illicitly including free and cut-price cop- No sales rorts disclosed by audit rules The ABC s switch to better data wins approval, but News Limited is demanding a change from Roy Morgan s volatile readership methodology, writes Jack Beverley. Regional Circulation Figures JULY SEPT 06 (Mon- Sat averages) Copies Accom/ Educ Event Sold airline sales sales sales % % % JULY SEPT 06 (Mon- Sat averages) Copies Accom/ Educ Event Sold airline sales sales sales % %% NSW Border Mail (Alb/Wodonga) 25,749 1.03 6.56 0.15 Daily Examiner (Grafton) 5754 ----- 1.99 ----- Northern Star (Lismore) 15,490 ----- 2.12 ----- Newcastle Herald 51,000+ 1.08 0.76 0.11 Daily News (Twd Heads) 4794 0.42 3.03 0.27 Illawarra Mercury 28,491 0.23 1.19 0.46 QLD News-Mail (Bundaberg) 11,695 0.39 3.17 ----- Cairns Post 31,433 1.86 1.45 ----- Gladstone Observer 7466 0.43 3.44 ----- Gold Coast Bulletin 47,861 0.79 0.77 ----- Gympie Times (T-S) 6,087 ----- 1.88 ----- QLD (cont d) Queensland Times (Ipswich) 10,894 ----- 2.82 0.12 D ly Mercury (Mackay) 16,240 0.04 0.66 ----- Sunshine Coast Daily 22,685 3.57 1.84 0.73 Fraser Coast Chron. 9781 0.49 2.59 ----- Morning Bulletin (Rockhampton) 18,474 1.16 1.19 0.07 Toowoomba Chronicle 23,628 2.69 3.89 ----- Townsville Bulletin 29,624 0.33 2.02 ----- Daily News (Warwick) 3,248 0.48 5.27 ----- TASMANIA Advocate (Burnie) 24,032 2.42 0.91 ----- Examiner (Laun ton) 33,942 2.50 0.95 ----- VICTORIA Geelong Advertiser 28,925 0.40 1.46 ----- 6 | PANPA BULLETIN November--December 2006 NEWS