Crikey



Black, white and read all over … not so say circulation figures

The latest metropolitan newspaper circulation figures provide the newbie CEOs at News Ltd and especially Fairfax Media with their biggest and most important tests.

Fairfax’s annual meeting was told yesterday that revenue hadn’t recovered from the slump earlier this year and was down 4% in the four months to October. Last night the Fairfax family revealed it was selling its 9.7% stake in the company for around $193 million, or a loss of more than $700 million.

Over at News Ltd, the papers were still getting overt he shock of the exit of CEO and chairman John Hartigan and the advent of the Kim Williams era, a man without any background in newspapers or the traditional ways of managing them and marketing them. But he does seem to be able to convince people to pay for what they previously had for free, but that will be tougher in print and at a time when sales are in a steady, remorseless slide.

Forget all that talk about the importance of digital editions, websites and paywalls; the most important task for a newspaper company CEO and their editors is to either stabilise, or limit the losses from the continuing loss of sales. Somehow, an increasingly sceptical public has to be seduced to remain loyal. The big question is — is asking people to pay the best way?

Figures from the Audit Bureau of Circulations show the slide in sales slowed in the three months to September, but the fall from September of last year was more substantial.

For the year to September, newspaper sales fell 3.8%, but in the quarter, the slide had slowed  to a 2.3% rate, which is an improvement.

To its credit Fairfax, didn’t try and gild the lily about what was the worst 12 and three months for The Sydney Morning Herald. The sales slide of 7.2% in the year and 5.2% in the quarter won’t make arresting that 4% revenue slide any easier.

In the nationals, The Australian dropped 2% Monday to Friday over the year (but was up 2.1% in the quarter, so that will be trumpeted). The Saturday edition lost 2.1% of its sales over the year, but added 0.1% (362 copies) in the quarter. Fairfax’s Australian Financial Review was down nearly 3% on weekdays and 1.5% on Saturdays. In the quarter, the weekday paper shed 0.8% or 611 copies, but the Saturday edition lost 9.7%, or a nasty 7756 copies each Saturday.

The largest fall of the main daily titles was for The Sydney Morning Herald weekday editions, down 5.2% in the quarter to a daily 189,803 copies, a figure that would have been dismissed if forecast even a year or two ago. It is an unheard of figure for the paper. The paper shed 7.2% of its daily sales in the year to September or more than 14,600 copies.

The Saturday edition lost 8% or 27,000 copies in the quarter, but 5% or 16,000 over the year. The Sun-Herald, fell 3.8% in the quarter and 4.4% over the year to 410,407 copies. At this rate The Sun-Herald will be under 400,000 copies each Sunday in a year’s time.

Fairfax estimates most of the weekday fall was part of its decision to stop heavily discounted or free copies at gymnasiums and some other places, part of a strategic move to halt unprofitable circulation. The underlying fall was about 3 per cent,” a story in this morning’s SMH explained.

The Age did better, much better, lifting sales by 0.3% Monday to Friday and 1% on Sunday in the year to September. But it lost 3% on Saturdays. But in the quarter, the weekday paper lost 3.3% of its sales, the Saturday shed 3.4%, but The Sunday Age rose 0.8%.

The Canberra Times didn’t do well. The weekly edition lost 5.3% in the year and 1.8% in the quarter, the Saturday edition fell 5.8% and 2.4% and the Sunday edition lost 6.4% and 1.0%.

In Perth, Kerry Stokes’ (Seven West Media) West Australian on Saturday — rose 0.7% over the year in its big Saturday edition (steady in the quarter), but lost 1.7% over the year for the weekday edition and 3.1% in the quarter.

But Kim Williams has his work cut out because for the third or 4th audit in a row, the story for the News Ltd papers is still gloomy.

Of News Ltd’s tabloids, Sydney’s Daily Telegraph fell 4.3% over the year (2.0% in the quarter), and 2.2% on Saturday (3.5% on Saturdays). The Sunday Telegraph was down 4.6% over the year and 2.6% in the quarter, but remains the country’s biggest-selling paper, with 606,101 sales. But that will fall under 600,000 in a year’s time if the rate of fall in recent quarters is maintained.

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Categories: Companies, Print

3 Responses

Comments page: 1 |
  1. Glen, does this count digital readers? A significant number of people are reading their newspaper online, in web or app form. I read the Age app every day (although I live in regional SA, I grew up in Geelong, and no, of course I don’t read the Adelaide Advertiser: it’s a waste of space).

    Counting only paper copies would be a quintessential example of how the media industry is missing the digital point.

    by Clytie on Nov 11, 2011 at 4:50 pm

  2. Clytie, digital figures are available elsewhere if you want them (most of the newspapers try to brag about them), but they aren’t comparable or as important for a bunch of reasons, mostly because those outlets still make the overwhelming majority of their revenue from print editions.

    iPad app subscribers are maybe close revenue wise but these figures are about the circulation of hard copies and the decline of print media so it doesn’t really make sense to lump them together to form a single number.

    by Sporadic Rager on Nov 11, 2011 at 8:11 pm

  3. Amazing this phenomenon is so newsworthy due to the fact it’s now about newspapers. Try working as a copyright owner in the music industry that went through this years ago, or the film industry. Rest assured - IT’S OVER

    by mseal10 on Nov 11, 2011 at 8:42 pm

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