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Panpa Bulletin : Oct-Nov-December 2007
Bigger pie, smaller share Gross readership features regularly in the Bulletin Tracker as the prime measure for consumer usage of newspapers. Gross readership includes all editions read by all readers. Between 2001 and 2003 we have seen some modest growth in gross readership followed by a slightly larger decline over the past four years. However that disguises the impact of a gradually rising population. If instead we apply a per capita measure then the picture reveals that reading appeal has been declining very steadily over the entire period with an acceleration over the past four years. Metro weekdays have declined by 9% whilst the Nationals have declined the most by 16%. There is much more variation when we look at a State based analysis on the same per capita basis. Victoria has declined the least (approx 4%), NSW has declined by approx 8% whilst Queensland has declined a thumping 12%. More evidence that increased research into reader appeal is desperately needed to ensure newspapers stay relevant and connected with a growing and changing population base. The population now reads just over 200 issues of all newspapers per year (excluding suburbans) which is an 8% decline from 2001. All types of newspaper have declined to a very roughly similar degree with the exception of the recently introduced transit papers. Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 Mar 07 3.6 3.7 3.8 3.9 4.0 Newspaper reading Gross annual reading - billion - 12MMA Source: Derived by BDA from Roy Morgan Single Source Gross national / metro / transit / suburban / regional newspapers Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 Mar 07 200 210 220 230 240 Australia: Per capita reading Issues per year - 12MMA Excludes suburbans Source: Derived by BDA from Roy Morgan Single Source Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 Mar 07 0 10 20 30 40 50 60 0 20 40 60 80 100 Per capita reading Issues per year - 12MMA Metro weekday - RHS Regional weekly Metro Sunday Metro Saturday Nationals Transit Source: Derived by BDA from Roy Morgan Single Source Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 Mar 07 180 200 220 240 260 Per capita reading x state Issues per year - 12MMA Excludes suburbans NSW Vic Qld Source: Derived by BDA from Roy Morgan Single Source 36 PANPA Bulletin October-November-December 2007 tracker
August September 2007