Mixed picture for Australian print as Smartphones take-over

19 Aug

Newspaper circulations in Australia continue to fall at double digit-rates as people turn to their smartphones, but the decline in magazine sales may be stabilising, according to the latest figures from the Audit Bureau of Circulation (ABC).

Fairfax, the publisher, saw the Monday-Friday figures for The Sydney Morning Herald and The Age drop 17% and 16% respectively in the second quarter. Rival publisher News Limited’s titles fared slightly better with The Daily Telegraph and the Herald Sun down 11% and 10% respectively.

Justin Diddams, media analyst Citibank, said that smartphone penetration was growing as print circulations declined.

“The correlation is stark,” he told B&T, as he referred to “an acceleration in the structural decline in newspapers.”

Fairfax Media’s managing director of Australian Publishing Media, Allen Williams, was upbeat, however, as he extolled his newspapers’ new compact format.

“Going compact was all about providing our customers with a reader friendly format, delivering more impactful solutions for advertisers, and rescaling our printing operations for efficiency gains,” he said.

“The proof our strategy is working is that circulation revenues and yield per copy for our metropolitan mastheads are up on last year,” he added.

The picture was less gloomy for magazines, as analysis from the Fusion Strategy agency indicated an 8.4% decline in the circulation of weeklies and a 1.5% fall in monthlies after adjusting for closures since the March quarter.

It suggested that while the “audit is once again not kind to magazines”, the market may finally have “bottomed out” in terms of the rate of audience decline.

Nicole Sheffield, NewsLifeMedia chief executive, said ABC figures “now only tell part of our story”, adding that the launch of a new readership survey, EMMA (Enhanced Media Metrics Australia), would paint a more accurate picture for the industry.

EMMA is based on rolling telephone and online surveys that ask respondents about what they have read the previous day rather than the current offering which relies on quarterly face-to-face surveys asking what people have read in the previous week.

Data sourced from B&T, Ad News; additional content by Warc staff, 19 August 2013


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


We're already living in the future. It's just not evenly distrbuted yet.

The JAY Group

Insight, observations, and opinions on everything about loyalty marketing.

Lexicon Blog

Thoughts and insights on name branding.

Calling All Storytellers...

The new social network, Medium, is the perfect place for you.

#SocialMedia #Marketing #Technology


Silicon Valley news about tech money and innovation

imagine change

Just another site


Your source for news, information & resources


Business Process Modeling Software

Jeffbullas's Blog

Just another site

Gods of Advertising

We make you want what you don't need.


Business Development & Offshore outsourcing

White Elephant in the Room

random insight from an unwanted houseguest


Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets.

Blog thoughts from Randal Dobbs of Framework Marketing

Thoughts on "marketing to people" and polls to share opinions

%d bloggers like this: