Australian market performs

This report is a comprehensive of the Australian newspaper market based on the performance of key indicators, including Ad Revenue, Readership & Circulation, and more.

Below is the Executive Summary. Download the full report below.  

Australian newspapers have outperformed key overseas counterparts

  • Australian newspaper ad revenue outperformed the USA and UK in the face of the GFC and over the five years preceding it.
  • Australia enjoys the highest share of global ad revenues; 31% vs global newspaper share of 25%.
  • Australian newspaper circulation has continued to ease gradually, in contrast to the UK and USA where declines have accelerated increased recently.
  • Readership in Australia is relatively stable


Australian newspapers are holding up well on key indicators despite the cyclical impact of the downturn

  •  Total newspaper advertising revenue has moved in line with the market over the last 5 years
  • While classified advertising was hit hard by the downturn, Retail and particularly National have held up well.
  • All types of newspaper were growing up until the downturn.
  • Sales have held up well over the past decade.
  • Readership has remained stable across all publication types: nationals, metros and major regionals M-F, Sat and Sunday.


Why are Australian newspapers outperforming key overseas markets?

Structural factors

  • Australia has concentrated population areas, with concentrated readership.

  • Readership concentration provides mass reach in all major cities.

  • Ad revenues are more concentrated (95%) than the US (31%) and UK (56%)


Print & online synergies

  • Newspaper websites are growing total readership
  • Newspapers and their websites provide complementary rather than competitive benefits.


Why are Australian newspapers outperforming the UK and US?

Revenue spread

Approximately 70% of total newspaper revenue is derived from non-classified sources.

Product Investments

  • Publishers collectively invested $730m+ in production facilities over the past three to five years.
  • Australian newspapers have adapted to changing consumer and advertiser needs with their printed page quality, magazines and feature sections.
  • Publishers have invested in product development such as new product launches, new sections, new magazines and major redesigns

The Performance of Australian Newspapers presentation (12m, PowerPoint (.ppt) format)

Last updated for March 2010.