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Panpa Bulletin : March 2007
PANPA Bulletin March 2007 7 news NZ Herald bucks readership trend By Warren Page New Zealand's largest daily, APN's The New Zealand Herald, improved total readership by 3.8 percent to 568,000 for the January-December 2006 year compared with the previous year. The latest year on year survey by Nielsen Media Research shows that the only other metropolitan daily to increase national readership over the year was Dunedin-based Allied Press's Otago Daily Times, up 11 percent to 111,000. Fairfax Media's Wellington-based The Dominion Post dipped by a modest 0.4 per- cent to 253,000, and the largest daily in the South Island, the Christchurch-based The Press, slipped by 4.3 percent to 223,000. From the same stable, the country's largest regional daily, the Hamilton-based Waikato Times stayed steady at 94,000. Regional dailies in total lost readership by two percent to 629,000 All three Sunday newspapers lost readership. Fairfax Media's tabloid Sunday News fared the worst with a drop of 10.1 percent to 376,000. The Sunday Star- Times remains top at 577,000 despite a 3.2 percent drop in readership. APN's Herald on Sunday lost 1.8 percent readership to reach 326,000. Financial newspaper results showed the first full year readership for Fairfax Media's re-launched Independent Financial Review, now at 36,000, up 6,000 from the first six months of 2006. Its rival, The National Business Review, shed 5.2 percent readership in the year to reach 92,000. That was 4,000 less than in the first six months of 2006. competition by a considerable margin, sell- ing around 13 million copies each week," said News Limited group circulation direc- tor Mark Webster. "In an ever competitive marketplace, Australians are spending over $13.8million purchasing our newspapers each week." An indicator to the significantly high cost to Fairfax of boosting home deliveries emerged in the company's half-year report. The group's Australian circulation revenue grew only marginally --- from $108 million to $108.3 million, despite a 20 cent increase in the cover price of The Age that raised the seven-day full retail cost by $1.40 to $10.90. That compared to a half-year revenue lift by The West Australian of nearly ten per cent --- up from $35.5m to $39m. Age subscribers get a 40 percent dis- count, which reduces their spend to $6.50 a week; SMH subscribers who also take the Sunday Sun-Herald can reduce their spend to the same level -- a discount of about 33 per cent. Fairfax has also been offering attractive one-off deals to special market segments like members of Friends of Fitness First clubs. Sydney members are being offered 12 months home delivery of the weekend pa- pers, Saturday's SMH and The Sun-Herald, plus weekday delivery of the SMH for just $39 (normally $156). In Melbourne, the club members could take up a year's delivery of the paper over four days (Friday, Saturday, Sunday and Monday) for $44 --- a savings of $299. Melbourne offered an even more at- tractive deal to Uni students --- 40 weeks for $20, which includes home delivery on Saturday and Sunday. That works out at lit- tle more than seven cents a copy. The line, "The easiest way to pick up on campus," was used in the Fairfax promo- tional flyer included in student informa- tion packs. The new circulation data released by the ABC is the second under the new audit rules which discloses the proportion of copies distributed to hotels and airlines, through educational institutions and sold at sporting and other events. The first directly comparable audit period will be this year's July-September quarter. The paper which reported the highest percentage and highest total of airline and accommodation sales in the latest ABC figures was The Australian, which had an average national daily sale of 134,610 cop- ies, with The Weekend Australian selling 298,107. The daily percentage was 5.67 per cent, which translated into 7,632 copies. This percentage was more than two per cent above that of the next paper in the league table, The Canberra Times, which gained 3.33 per cent of its sale in this segment (1696 copies). The biggest percentage in the education sales segment was logged by The Canberra Times (1,696 copies), while the highest number of copy sales (9,002) was made by The Sydney Morning Herald. On the readership front, it was The Australian that fared best, recording the highest annual growth of any newspaper during the December quarter. Monday-to-Friday readership grew to 435,000, a rise of 10.4 per cent, according to Roy Morgan Research. Good readership growth was also re- ported by The Sunday Age (up 4.8 percent) and by weekday and Saturday issues of The Courier-Mail and by The Sunday Mail. New Zealand National Readership METROPOLITAN DAILY JAN DEC 06 JAN DEC 05 PERCENT CHANGE The New Zealand Herald 568,000 547,000 + 3.8 The Dominion Post 253,000 254,000 - 0.4 The Press 223,000 233,000 - 4.3 Otago Daily Times 111,000 100,000 + 11.0 All Dailies 1,622,000 1,600,000 + 1.4 All Metropolitans 1,123,000 1,100,000 + 2.1 All Regionals 629,000 642,000 - 2.0 Sundays Sunday News 376,000 418,000 - 10.1 Sunday Star-Times 577,000 596,000 - 3.2 Herald on Sunday 326,000 332,000 - 1.8 The new circulation data released by the ABC is the second under the new audit rules which discloses the proportion of copies distributed to hotels and airlines, through educational institutions and sold at sporting and other events.