The quarterly Audit Bureau newspaper circulation figures have been a uniform sea of red for several years now. But this time, there's something surprising. The Australian Financial Review Weekend appears to have defied expectations of its demise, posting a 1% year-on-year increase in circulation in an era where the best performers have experienced small declines.
The conventional wisdom is that given the AFR owes much of its circulation to businesses looking to impress their clients and secure a tax write-off, there's little need for a weekend edition when people are relaxing at home. But the AFR Weekend now sells nearly 5000 more copies than its weekday edition (circulation 57,243, down 6.5%), with a circulation of 62,643 -- which is 600 more copies than it was a year ago.