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Panpa Bulletin : May 2011
www.panpa.org.au The PANPA Bulletin | MAY 2011 | 11 weekend read The Sunday Telegraph’s Mr Breen said he viewed the Sydney market as a constant battle for circulation. “If you want to be a newspaper editor, you’ve got to put the mouth guard in and the boxing gloves on every week – it’s a tough caper. You have to fight for your circulation.” His newspaper has long held the mantle as the top-selling newspaper in Australia. His city is in the rare position in this region that two tab- loids go head-to-head on Sundays. “A lot of people blend the two and think they’re the same,” Mr Breen, says, referring to a lack of product differentiation between the Sunday Telegraph and Sun-Herald. Arch-rival Rick Feneley says he’s more focused on the quality of audi- ence, which of course is a key com- mercial asset. “It would be churlish to suggest circulation is unimportant, but it’s not so much chasing down the gap in circulation between us and the Sunday Tele, it’s about deciding who our readers are and giving them what they want. “We won’t succeed in doing that by simply aping the Sunday Tele,” he says. Sunday editors are also re-evaluat- ing strategy around digital, as most of these papers have not bothered with a standalone website, yielding that market to their daily counterparts. Yet, digital news consumption is quickly rising on Sundays. “Traffic is now up to about 75 percent of the Monday-Friday traf- fic – it’s just had enormous growth online,” says Mr Breen. The arrival of the News Ltd metro iPad apps late last year has also of- fered the Sunday newspaper new ways to connect with readers. “What we’ve seen with iPad use is that they are primarily used at home and on the weekends,” says Damon Johnston at the Sunday Herald Sun. “That tells us we have a real pos- sibility of a strong offering on the iPad with all our magazines and lift-outs.” Whether online or in print, getting the right mix of news, sport and en- tertainment, plus health, travel and a feast of other lifestyle needs, is a continual challenge. “That’s the beauty of a Sunday newspaper,” remarks Mr Breen. “And I’m not just talking about my own paper, I am talking about Sun- day newspaper generally – there is something in it for everyone. “The Sunday newspaper will con- tinue to evolve and whoever is sitting in this chair in 15 years will look back at me and say, ‘that bloke must have been a dunderhead because look at the paper he used to put out’. “But the important thing is, Sun- day newspapers will evolve. They won’t die.” Brook new media editor It would be churlish to suggest circulation is unimportant” “ Rick Feneley + + FB123CMYKSHS10-OCT-2010PAGE1FIRST OCTOBER 10, 2010 heraldsun.com.au $1.80 Inc. 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Our service teams are always at hand to make sure you stay ahead of schedule. We know the flight plan: cruise at higher levels of quality and productivity and get more mileage out of your investment. We’ll help you get there with a full set of dedicated workflow solutions, unique screening technology and separation software to reduce ink usage, all part of the :Arkitex family. We have a fine selection of CtP solutions on board: the new :Advantage N, or the trusted :Polaris X, with a range of high-quality digital plates. Alternatively, sample our ecology-friendly chemistry-free violet plates. Agfa Graphics, the standard in newspaper prepress production. www.agfa.com/graphics 430299_Paperplane263x185.indd 1 23/06/10 09:05 FORMER Guardian journalist Stephen Brook (pictured above) has replaced Ge- off Elliott as editor of the well-read media section of The Australian. Mr Brook described himself in an inter- view in his own newspaper as a “promis- cuous” media consumer who would often check his iPhone and listen to the radio while getting out of bed. “Newspaper home delivery is one of the joys of living in Australia, for most of my time in London it was impossible to get,” he said. Sports row RIVAL newspaper editors and journalists have banded together to bring AFL execu- tives to the table to discuss media access, according to a report in The Australian. Their aim is to gain greater access to AFL players, after some clubs refused Sydney- based reporters the most basic access. A letter was sent to AFL corporate af- fairs manager Brian Walsh and signed by executives from both Fairfax and News Limited, demanding the league intervene and penalise clubs for denying access. Stephen brook is the new media editor at The Australian. Image: bronac O’Neill