Newspaper circulation steady
Latest data shows newspaper circulation remains steady with sales continuing to withstand economic crisis.
Australian newspaper sales are defying international trends with remarkably resilient circulation results in the face of the global economic crisis.
Figures released today by the Audit Bureau of Circulations show Australian newspaper circulations were stable for the three months ending March 31, 2009 across the national, metropolitan and regional newspaper categories.
Overall circulations showed a dip of just 0.9% year-on-year, despite sharp declines in the same period for economic indicators such as new motor vehicle and real estate sales.
“The latest ABC circulation figures show Australian newspaper sales continue to be robust, with Australians collectively buying over 20 million newspapers every week,” The Newspaper Works CEO, Tony Hale, said.
The figures also prove that newspaper sales are going against the trend in the US and UK where, according to their most recent circulation figures, sales of daily newspapers fell by 7%* and 4%** respectively.
In sharp contrast, the three top Australian broadsheets, The Australian, The Sydney Morning Herald and The Age, increased their combined Monday to Friday sales by 0.2% year-on-year.
“This proves once again that newspapers play a vital role for Australians, and are not considered a discretionary purchase that can be given up in tough economic times,” Hale said.
“People continue to look to newspapers for important news on issues that affect them, as well as depth and expert analysis on issues that is hard to find anywhere else.”
Despite continued pressure on classifieds across the major sectors of real estate, motor vehicles and employment, circulation of Saturday metro newspapers was steady, declining by just 0.6%.
Combined circulation of regional dailies measured in this audit period dropped by 1.7%.
Hale said the latest ABC circulation figures were good news for advertisers.
“Newspapers are undeniably a mass medium and these results prove again that newspapers are a compelling way for advertisers to reach a mass audience,” he said.
Recent CEASA figures revealed a better than expected performance for newspapers in 2008 when revenue increased by 1% over the calendar year.
Sources:
* Audit Bureau of Circulations (US), weekday circulation of daily newspapers for the six months to March 31 2009.
** Audit Bureau of Circulations (UK), circulation of national daily newspapers for the six months to March 31 2009.
May 2009