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Panpa Bulletin : August September 2007
PANPA Bulletin August-September 2007 17 news ership front, recording the largest increase for any newspaper in the country. The Morgan survey (for the year to June) found that the paper's average weekday readership jumped 7.9 per cent to 449,000 readers. Next came The Sunday Age in Melbourne, which pushed up its average weekend readership to 732,000, while its rival, The Sunday Herald Sun dipped 0.5 per cent to 1,523 million. Most of the capital city Sundays lost readers, Adelaide's Sunday Mail shedding 51,000 (6.5 per cent) from its previous figure of 790,000. The Age, which won PANPA's Newspaper of the Year award, lifted its weekday total by 3.5 per cent to 749,000, just ahead of The Courier-Mail (up 3 per cent to 614,000) -- an interesting contrast given that The Age sells 207,000 copies and The Mail just over 221,000. At its new level, Monday-to-Friday readership of The Age is at its highest for 14 years. The Courier-Mail was one of the few titles to also gain ground on Saturdays (up 0.5 per cent), as did Melbourne's Herald Sun (up 1.4 per cent). Morgan's findings that Fairfax's national business paper, The Australian Financial Internet site usage gures Source: NNR Market Intelligence Domestic - June 2007 Av. monthly Av. monthly Growth % Growth UBs Apr - UBs Apr - YOY YOY June 2007 June 2006 NEWS SITES FD News and Weather 5,038,982 3,267,366 1,771,615 64.2 smh.com.au 3,194,207 2,138,164 1,056,052 49.4 theage.com.au 2,338,443 1,544,457 793,985 51.4 brisbanetimes.com.au 405,146 N/A N/A N/A news.com.au 2,066,696 1,343,336 723,360 53.8 heraldsun.com.au 1,006,229 695,030 311,199 44.8 theaustralian.com.au 928,985 550,947 378,038 66.6 dailytelegraph.com.au 672,640 366,113 306,527 83.7 couriermail.com.au 432,156 264,878 167,278 63.2 National Nine News (ninemsn News) 3,578,676 2,947,233 631,443 21.4 CLASSIFIEDS -- AUTO drive.com.au 754,711 939,329 -184,618 -19.7 carsales.com.au 1,402,040 1,071,404 330,636 30.9 Trading Post Automotive 1,029,387 950,778 78,609 8.3 carpoint.ninemsn.com.au 513,929 678,698 -164,769 -24.3 carsguide.news.com.au 826,038 461,504 364,534 79.0 CLASSIFIEDS -- EMPLOYMENT & REAL ESTATE mycareer.com.au 1,013,900 885,487 128,412 14.5 careerone.com.au 925,205 740,961 184,244 24.9 seek.com.au 2,310,496 1,924,842 385,654 20.0 domain.com.au 1,690,789 1,410,179 280,610 19.9 realestate.news.com.au 3,333,289 2,521,459 811,830 32.2 Review, lost weekday and weekend readers (3.7 per cent and 14.9 per cent respec- tively), despite logging much higher sales in both market segments, again saw Fairfax Business Media CEO Michael Gill criticising the research company's methodology. "Morgan is unable to capture accurately the readership trends of niche business audiences," Gill said. "Our audits indicate clearly the strong positive trends that we have experienced for some time." The highest readership loss was sus- tained by The Canberra Times. There was a fall on weekdays of 15.6 per cent (down to 103,000 from 122,000), 10.1 per cent (down 18,000) on Saturdays and 8.7 per cent (down 9000) on the Sunday issue. News Ltd and Fairfax Media consider the latest circulation data released by the ABC, covering audited sales or the three months to June 30, confirms the ongoing strength and appeal to readers and advertisers of Australia's print media. "In an increasingly competitive mar- ket, we sell around 13 million newspapers every week, outperforming our com- petition by a considerable margin and demolishing the myth that newspapers are dying," said News Limited director of marketing and circulation, Joe Talcott. In its commentary on the audit, News again emphasised the "huge lead" it holds over its competitors in Sydney and Melbourne, with the The Daily Telegraph having extended its sale edge over The Sydney Morning Herald to 193,000 copies every weekday. News also claimed that its top-selling daily, the Herald Sun had extended its lead over The Age to 328,000 copies every weekday. The commentary emphasised that paid sales dominated News Limited's circula- tion, with sales to the education sector and at major events making up a "tiny" percent- age of average net paid sales. Education sales made up 0.45 per cent of net paid sales averaged across weekday titles and 0.18 per cent on weekends. Event sales made up 0.17 per cent of weekday sales and 0.42 per cent on weekends. For Fairfax, it was again The Age, now selling 207,000 on weekdays and 301,000 on Saturdays, which turned in the best performance. "These are outstanding results and confirm a positive trend over the past two years which culminated in The Age winning the 2007 PANPA Newspaper of the Year award for all-round excellence," said Don Churchill, CEO and publisher, Victorian Metro and Community Publishing. "The Age's circulation has reached its highest level in almost 10 years and The Sunday Age continues to be the fast- est growing Sunday newspaper in the country." Average daily circulation of The Sydney Morning Herald during the June quarter was 212,700, of which 12,379 copies were sold to hotels, airlines, schools and events. "Circulation for The Sydney Morning Herald continues to be strong," said Lloyd-Whish Wilson, head of Fairfax Media metropolitan business in NSW and the ACT. "We are very pleased with the underlying fundamentals." The next release of ABC data, cover- ing the July-September 2007 quarter, will provide the first set of figures that will allow "meaningful comparisons" of year-on-year sales trends for Australia's newspapers. It will be the fourth quarter during which new ABC rules have required publishers to break out separately events sales (capped at 1 per cent of net paid sales), hotel and airline sales and education sales.